The Rise and Shift of Native Advertising: Key Trends and Insights
As marketers combat ad blockers and seek authentic engagement, native advertising has emerged as a powerhouse strategy. According to eMarketer, U.S. native ad spending is projected to surpass $28 billion by 2018. But which industries are driving this growth—and why are some early adopters retreating?
A 3-Year Deep Dive into Native Ad Performance
A groundbreaking study by Nativo, analyzing data from 600+ brands, reveals surprising trends in native ad adoption across key verticals. While the overall spend surged 600% from 2014 to 2016, the journey hasn’t been smooth for everyone.
Key Findings:
- Early adopters (automotive, B2B/B2C tech, entertainment, finance/insurance) saw their share of native ad budgets drop 20% (from 57% to 37%).
- Late adopters (CPG, travel, food & beverage) are now thriving, benefiting from established best practices.
- Top-performing verticals for engagement: CPG, entertainment, travel, food & beverage, and B2C tech.
Why Are Early Adopters Bailing?
Justin Choi, CEO of Nativo, explains:
“Early adopters paved the way but faced challenges like untested formats and limited benchmarks. Latecomers now leverage proven strategies, driving faster adoption.”
Industry culture and priorities also play a role—some brands hesitate to experiment, while others dive in aggressively.
The Blurring Lines of Content Marketing
Native ads, sponsored content, and influencer marketing are increasingly overlapping:
- Native ads now encompass in-feed formats and premium publisher collaborations.
- Influencers amplify reach by repurposing content into native placements.
Choi notes:
“While these disciplines remain distinct, they’re becoming more fluid—especially for scaling campaigns.”
The Future of Native Ads in a Social-First World
With platforms like Facebook and Snapchat prioritizing paid social, where does native fit? Choi believes:
- Publishers are still refining formats and monetization.
- Good content will always win consumer attention—regardless of platform changes.
Key Takeaways for Marketers
- Benchmark early: Learn from pioneers’ mistakes.
- Focus on engagement: CPG and travel show native ads work best.
- Adapt strategies: Blend native, influencer, and sponsored content for maximum impact.
For deeper insights, download the full report from Nativo.
Note: All data and quotes sourced from Nativo’s study and eMarketer projections.
📚 Featured Products & Recommendations
Discover our carefully selected products that complement this article’s topics:
🛍️ Featured Product 1: Canada Goose Women’s Severn Fleece Jacket- Humanature
Image: Premium product showcase
Professional-grade canada goose women’s severn fleece jacket- humanature combining innovation, quality, and user-friendly design.
Key Features:
- Industry-leading performance metrics
- Versatile application capabilities
- Robust build quality and materials
- Satisfaction guarantee and warranty
🔗 View Product Details & Purchase
🛍️ Featured Product 2: RAB Women’s Nexus Jacket
Image: Premium product showcase
Professional-grade rab women’s nexus jacket combining innovation, quality, and user-friendly design.
Key Features:
- Professional-grade quality standards
- Easy setup and intuitive use
- Durable construction for long-term value
- Excellent customer support included
🔗 View Product Details & Purchase
🛍️ Featured Product 3: The North Face Women’s Canyonlands 1⁄4 Zip
Image: Premium product showcase
Carefully crafted the north face women’s canyonlands 1⁄4 zip delivering superior performance and lasting value.
Key Features:
- Industry-leading performance metrics
- Versatile application capabilities
- Robust build quality and materials
- Satisfaction guarantee and warranty
🔗 View Product Details & Purchase
💡 Need Help Choosing? Contact our expert team for personalized product recommendations!
