With “60% of consumers not remembering the last display ad they saw” (Online Media Daily), advertisers are turning to alternate ad forms to counter consumer blindness. Leading this digital ad revolution are sites such as BuzzFeed, Mashable, and The Awl that engage their users with ads that fit within the natural flow of the site - native advertising - rather than attempting to do so with increasingly ignored banner ads.
With a similar look and feel to a website’s page, native ads offer advertisers the opportunity to engage users with brand content in a friendly and non-interruptive manner, raising brand awareness through visual attention.
As the world of digital marketing adapts to users’ preferences, native advertising delivers interaction and engagement through content-rich ads embedded users’ typical site consumption experience rather than through a click to landing page.
Here are 25 statistics that explain how and why native advertising is rapidly becoming one of the most popular digital advertising approaches.
1. “Consumers looked at native ads 52% more frequently than banner ads”. (Sharethrough)
2. “25% more consumers were measured to look at in-feed native ad placements rather than standard banners”. (Sharethrough)
3. “Native social advertising revenues will grow from $1.6 billion to $4.6 billion in 2017 (CAGR: 29.9 percent)”. (BIA Kelsey)
4.”32% of respondents said that the native ad ‘is an ad I would share with a friend or family member’ versus just 19% for banner ads”. (Sharethrough)
5. “23% of executives said that native video has become a top media distribution tactic”. (Forbes Insights)
6. When comparing the amount of time viewers spent on editorial content and native ads, results showed very similar time measurement: 1.2 seconds (editorial) and 1 second (native). (Sharethrough)
7. 85% of consumers have never heard of native ads. (AYTM)
8. “86% of users feel misled by video ads that appear to be actual content”. (Kiss Metrics)
9. 53% of native ads are more visually engaging than banner ads. (Sharethrough)
10. “99.8% of banner ads are being ignored”. (Solve Media)
11. “Native advertisements registered 9% higher lift for brand affinity and 18% higher lift for purchase intent responses than traditional banner ads”. (Sharethrough)
12. 71% of consumers that had previously bought a product from the advertiser said that the brand was one they “personally identify with” versus just 50% for banner ads. (Sharethrough)
13. “Promoted Tweets have a reported click-through rate of between 1% and 3% -- far higher than the standard banner click-through rate of less than .05%”. (AdAge)
14. “70% of agency creatives say user experience is most important in native advertising”. (Solve Media)
15. “More than half (57%) found that delivering their native videos as choice-based, rather than interruptive, was one of the most valuable attributes of online video”. (Forbes Insights)
16. Native ads generated 82% brand lift among viewers. (Sharethrough via Nielsen)
17. “More than half (61%) of advertisers validated the importance of a native look and feel for their ads rather than a standard ad placement”. (Forbes Insights)
18. “The average increase in expected native ad spending in 2013 compared to 2012 is 12.6%”. (Solve Media)
19. “34% of publishers say they are likely or very likely to add a native advertising option to their menus”. (Solve Media)
20. Consumers looked 2% more at native ads than the original editorial content. (Sharethrough)
21. “People who were exposed to pre-roll ad units were 29.3% that they viewed the brand unfavorably or very unfavorably than those who had not be exposed to the campaign”. (Sharethrough via Nielsen)
22. “57% of venture capitalists, private equity firms, and angel donors say they are likely or very likely to invest in companies that sell native advertising”. (Solve Media)
23. For hotels and travel companies, native ad campaigns are five times cheaper than a banner ad campaign when comparing the amount of impressions and CTR results. (TripReactor)
24. “One-third of senior marketing executives say they have either bought or are going to buy native video advertising of brand videos”. (Forbes Insights)
25. Volume of content is going up and the ability to force attention for video advertising is going down. (Sharethrough via Nielsen)
As the web continues to develop deeper social, informative, and entertaining experiences with users, many of today’s display ad units fail to deliver the content-rich and confluent experience of the pages they appear on. Native advertising will develop as both a concept and practice in the years ahead as advertisers experiment with different techniques in design and content with the ultimate goal of delivering value to both advertisers and site users.
Early indicators point to a promising future for a still-nascent native advertising, but these types of statistics should be interesting to track to see how much staying power the approach has in the ever-evolving world of digital advertising.
See how 9 digital publishers are implementing native advertising in our recently-published eBook!