In 2019, native advertising will take a larger share of total US display ad spend – up to 62.7% compared to 54.2% in 2017.
According to latest eMarketer predictions, the majority of native ad spend will be attributed to social networks and predominantly Facebook.
In 2019, native including social media news feed ads, content recommendation and sponsored content, is estimated to account for 95.6% of social digital display ad spending.
“Native formats have made significant inroads in channels like mobile apps, but there are still a lot of traditional display units being traded programmatically, especially on desktop and the mobile web,” said Nicole Perrin, an eMarketer principal analyst.
“Taking into account the fact that in-stream video is by definition non-native, we don’t expect native to completely take over display. And if social platforms are successful in attracting dollars to newer pre-roll and mid-roll formats, that could make their revenue mix less native as well.”
US advertisers are going to spend $43.9 billion in 2019 on native display ads – $8.66 billion more than in 2018.
However, although native heavily dominates social, outside of social networks, more than two-thirds of display spend will not be native. Native will account for 30.8% of non-social display ads. This includes non-native ads purchased programmatically for mobile.
As advertisers become more acquainted with programmatic native outside of social networks, additional funds may be directed towards those formats.