The State Of Native Advertising in 2017
 
2016 was a groundbreaking year for native advertising. It had its ups and downs, but one thing is for sure – native is growing, so much in fact that according to Red Branch Media, 56% of total U.S. display ad revenue was in 2016 spent on native advertising alone, and Business Insider Intelligence predicts this will increase to 74% by 2021.
 
In this post we take a look at the state of native in 2017 by sharing trends and analysis from the past year mixed with regular updates throughout the year, to make sure it stays relevant and up to date. Use this article as supporting data and to keep up with the latest trends.
 
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Data Supporting Growth of Native in 2017

 

  • AsiaPAC made up 43.4% of Yahoo’s monetized impressions – Source (March 1, 2017)
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  • 60.7% of respondents awarded positive ratings to native content in a BurdaForward study. – Source (February 14, 2017). Readiness to buy increases by 50% (breakdown by vertical) – Source (February 10, 2017)
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  • Between October 2016 and December 2016, the use of native video grew 3.75x, according to Bidtellect’s video run-rate on its platform – Source (February 8, 2017)
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  • From July 2016, the number of brands doing both native video and display grew nearly 3x by the end of 2016. The average split for marketers is 80% standard native and 20% native video – Source (February 8, 2017)
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  • Polar unpacks the $50 content advertising ecosystem with their view that content advertising will grow from 6.6% in 2016 to 13.7% of the digital ad market by 2021. The write up is full of ammo and stats on native and the various layers. – Source (January 31, 2017)
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  • Programmatic Native grows almost 90% in 2016, but overall adoption remains low – source (January 25, 2017)
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  • “Premium Branded Content will be a $20 Billion Market by 2021”
    “Top 100 publishers globally make up 50% of the market, they will generate $3 billion in 2017 and $10 billion by 2021.”- source (January 19, 2017)
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  • Yahoo also has monetized 74.5b impressions in the second half. As a point of comparison TripleLift mentioned they had traded 23b impressions/month in 2016. Traded vs monetized is different. – Source (January 18, 2017)
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  • Facebook Audience Network serve ads to 1 billion people each month, 83 % native – source (January 12, 2017)
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  • The number of video ad impressions through Google’s Programmatic Direct has doubled from January to September 2016. – source (December 16, 2016)
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  • The number of programmatic direct details executed by retail advertisers grew 2.8 times Q4 2014 to Q4 2016, Google anticipating a 150-200% jump again this Q4 (2016) – source (December 16, 2016)
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  • BuzzFeed expects branded content and agency services to drive nearly all of its $250 million in revenue forecast for this year (2016). – source (December 11, 2016)
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  • Social networks currently account for 39% of the respondents’ native ad budgets, but that is up 14% over 2015 – source (December 5, 2016)
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  • Nearly half (48%) of newspaper media are carrying some form of native advertising and another 39% are likely to turn to the channel as an advertising option (2016)
    “Native advertising’s share of overall advertising revenue at many of the world’s leading newspapers are expected to grow to 25% by 2018” – source (October 31, 2016)
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  • Native ad spend in the UK grew 29.9% in first 6 months of 2016 to 451M pounds. – source (October 25, 2016)

 

Further reading for predictions of native in 2017

  • Native Ad Institute
    An article by the Native Ad Institute from Jan 18, 2017 with predictions about the future growth in 2017.
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  • SAT Press Releases
    An article by SAT Press Releases on future growth of the native market (From London Jan 30,2017) “Global investments in native advertising will reach $85.5b in 2020, a +213% growth from 2016.”
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  • Red Branch Media
    “In 2016, 56% of total U.S. display ad revenue was spent on native advertising. Business Insider Intelligence predicts this will increase to 74% by 2021”.

 

 

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