Global Native
Advertising Market: Overview
Native
advertising, which ad executives, editorial departments, and
practitioners themselves consider a bit different than the
conventional advertisements, is still in its nascent phase and has a
different definition for everyone involved in the field.
In very simple
terms, however, native advertising can be defined as an advertisement
that is designed to simulate the form and factor of the environment
it is set to appear in. Like most marketing terms, native advertising
is an umbrella term and is applied to a variety of digital content.
In the past couple of years, native advertising has gained huge
traction as the marketing world has started realizing the benefits of
this innovative advertising experience.
In order to make the
advertising experience less intrusive, native advertising sticks to
the strategy of matching the visual design of the digital media
platform that is being accessed. Native advertising principles adhere
to the practice of making the advertisement content appear and feel
like natural content.
The report on the
native advertising market explores crucial details about the present
state of the global native advertising market, complete with
quantitative and qualitative data pertaining to key market segments.
The report presents a thorough analytical overview of the major
forces in the market that will drive demand, restraint growth, and
the trends that underline consumer choices.
Global Native
Advertising Market: Trends and Opportunities
The immensely
popular social media platforms such as Facebook, Instagram, Tumblr,
and Twitter were among the first adopters and marketers of native
advertising. For these companies, native advertising has become one
of the primary sources of revenue in the past few years. The money
factor has also lured many international publishing houses in
introducing new advertising platforms on their mobile and desktop
sites.
One of the major
factors driving the global native advertising market is the fact that
these ads are less disruptive/intrusive than banner ads. Also, native
advertisements fit in more lucidly on mobile devices. This factor,
owing to the rising trend of mobile internet, makes native
advertising logically more effective for marketers and global brands
wanting to expand their consumer base. With the escalating number of
smartphone users globally, the reach of native advertisements will
also expand, subsequently increasing the number of companies willing
to advertise through this medium. This will enhance the growth
opportunities for the global native advertisement market over the
report’s forecast period.
The Federal Trade
Commission has set some rules and regulations regarding the way
native advertisements are labeled, as “sponsored” or “promoted,”
which can be a bit ambiguous to the layman. This has prompted brands
to use clearer terms, such as “sponsored advertising content” or
“advertisement,” making the native advertisements stand out from
the natural flow of content. This factor can defeat the idea of
making native advertisements look like natural content and is
expected to limit the market to a certain extent.
Currently, the
native advertising market features advertisements that can be
segmented into categories such as in-feed ad units, recommendation
widgets, promoted search listings, search ads, and custom content.
Global Native
Advertising Market: Region-wise Outlook
From a geographic
standpoint, the global native advertising market can be examined for
the three key regional markets: Asia Pacific, North America, and
Europe, and for the Rest of the World (RoW). Asia Pacific, on account
of its large population base and a continuously mounting number of
users accessing the Internet through desktop sites or mobile
applications, will be the most lucrative regional market for native
advertising. The native advertising market in other regions will
witness steady growth over the report’s forecast period.
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Global Native
Advertising Market: Competitive Landscape
Some of the key
vendors operating in the global native advertisement market are
Nativo, Taboola, IAB Playbook, Instinctive, AdsNative, Outbrain,
Livefyre, Polar, OneSpot, TripleLift, and Sharethrough.
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