The Ultimate List of Native Advertising Statistics

By StoryStudio Jan 7, 2020
If you're not already using native advertising as part of your overall marketing strategy, it's time to get started.
Native advertising has established itself as a successful paid media strategy and has only continued to become a more valuable and important tool for marketers across all industries. Native ads are designed in the look and feel of the websites they live on and don't disrupt the digital experience like distracting banner ads or pop ups do. This makes them not only preferable to users, but also leads to higher click through rates, more engagement, and in turn, higher return on investment for advertisers. 
Not quite convinced? These native advertising statistics will inspire you to embrace native advertising in 2020.
  • In 2020, US advertisers will increase their investments in native digital display advertising this year by 24.6% to almost $44 billion. (eMarketer)
  • By 2020, almost two-thirds of display spending will go toward native ads. (eMarketer)
  • By 2021, native display ad revenue in the US, which includes native in-feed ads on publisher properties and social platforms, will make up 74% of total US display ad revenue. (BI Intelligence)
  • Consumers view native ads 53% more frequently than display ads. (IPG Media Lab)
  • US advertisers spent close to $44 billion on native ads in 2019. US advertisers spent $8.66 billion more on native ad placements than they did in 2018. (eMarketer)
  • Native ads registered 18% higher lift in purchase intent and 9% lift for brand affinity responses than traditional banner display ads. (IPG Media Lab)
  • Content marketing is a top priority for 85% of CMOs. (Reuters)
  • Native advertising outside social networks and programmatic native advertising are both among the fastest-growing categories of native—and the intersection of the two is also steadily increasing. Social networks still dominate the native ad market, though, taking about 75% of native ad spend in 2019. (eMarketer)
  • In 2018, almost 98 percent of Facebook's global revenue was generated from advertising. (Statista)
  • 83% of Facebook ads run on their audience network are native. (Facebook)
  • 86% of consumers can tell the difference between branded content and editorial and 75% claim to be interested in content if it is ‘relevant to them’, whether it is branded or not. (Reuters)
  • 6 out of 10 consumers prefer creative and thought provoking content. (Reuters)
  • A majority (39%) of consumers prefer to view branded content on a publisher desktop website or app. 21% prefer to view branded content on social media, and another 21% prefer via email. (Reuters)
  • 66% of Gen X and Gen Z consumers trust branded content versus traditional advertising (Time Inc.)
  • Only 9% of Millennials reported that they would immediately ignore a post if they found it was sponsored. (Collective Bias)
  • 68% of consumers believe their favorite brands can benefit from sponsoring quality and relevant content and 63% agree that personally relevant content improves how they feel about the brand associated with it. (Reuters)
  • Sponsored content is the fastest-growing native format. (BI Intelligence)
  • In 2017, 33% of millennials purchased from a brand after viewing sponsored content. (Collective Bias)
  • 85% of consumers only share news stories from news brands they trust. (Reuters)
  • 54% of consumers are more likely to notice a brand if it appears on a trusted news site and 57% agree that they have a more favorable opinion of a brand if it advertises on a trusted news site.(Reuters)
  • 64% of consumers agree that they are more receptive to branded content when it appears on a trusted online news brand. (Reuters)



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