Native Advertising Market

Report Description
In recent years, growth has been observed in the native advertising market which is emerging
quickly and still a new concept. Native advertising is different from content marketing. The word
"native" refers to the content's consistency with other media on the platform. Native
advertising is a type of online advertising that matches function and form of the platform on
which it seems. In other words, it is a form of brand advertising which will enable marketers to
better utilize digital marketing (to meet communication need) from branding to direct
marketing. For instance, to promote product an article is written by an advertiser, but using the
same form as an article written by the editorial staff. Native Advertising format includes images,
articles, promoted videos, music, among many others. Example of the technique include
twitter’s promoted tweets, search advertising and facebook’s promoted posts. In 2015, as per
survey conducted by the association of national advertisers revealed that almost two-thirds of
marketers will increase their native advertising budgets.
Native Advertising Market: Drivers & Restraints
In digital media, native advertising is one of the newest topic and therefore publishers and
advertisers are closely monitoring it. The Native Advertising is expected to register a steady yearon-year
growth throughout the forecast period. The native advertising background is evolving
rapidly, through publishers working with advertisers to create increasingly effective ad
experiences. For these ad products, changing consumer perceptions is escalating the growth in
the native advertising market.