Mobile will make up 88.8% of native ads in the US by 2020 (up from 85.2% in 2018), according to the latest forecast by eMarketer. Indeed, mobile ad formats will continue to be predominantly native and purchased programmatically, the research company predicts.
The majority of native (87.7%) will be purchased programmatically in 2020, a 1% increase from 2018. However, social’s share of native is likely to further decline from 76.7% in 2018 to 73.5% in 2020.
The findings emphasise the maturity of the native display ad market in the US.
“The US native ad market is still growing, but the ‘typical native ad’ isn’t changing much: It’s bought programmatically from a social network and served to a mobile device,” explained Nicole Perrin an eMarketer principal analyst. “In many ways, this reflects broader display trends, but native ads are even more likely than display ads to have these characteristics.”
Meanwhile, MediaRadar findings point to a stagnation in the number of advertisers using native in the second half of 2018. However, it still has not yet hit peak value.
For 2019, eMarketer predicts that US advertisers are going to spend $43.9 billion on native display, an increase of 24.6% year-on-year. By 2020, the market is expected to reach $52.7 billion (a 20.2% growth).