A new study conducted by Yahoo and Enders has found that native ad spending across the European region is growing quite rapidly. They expect that between 2015 and 2020 the total spend will go up by 2.6 times, moving from 5.2 Billion Euros to 13.2 Billion. This is a huge jump in this specific type of marketing.
If their predictions are correct this will mean that native advertising to dominate 52% of the total display ad spend by 2020.
Nick Hugh, VP of Yahoo’s EMEA business said, “For us, mobile really does equate to mobile advertising.” He went on to explain, “The explosive rise of native advertising is a huge opportunity for advertisers, because it’s a creative and measurable format which works effectively on smaller screens. It’s a scalable solution for publishers and importantly provides a contextual and relevant experience for consumers. Native advertising is a powerful solution for all sides of the equation.”
Joseph Evans, the digital media analyst at Enders Analysis also commented saying, “Native advertising looks like a rare win-win for the industry: more effective for advertisers, more valuable for publishers and more acceptable for users. Its suitability for mobile, social and video contexts means that growth in native will contribute to the large bulk of increased digital display spend.”
This rapid growth is also being seen in other parts of the world. More and more marketers are seeing just how effective native ads can be for meeting ROI goals. Most of this growth is going to be coming from new ad spend rather than taking current spend from other marketing avenues.
