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Study suggests native advertising’s market share may have peaked

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By John Glenday, Reporter

October 9, 2015 | 1 min read

A native advertising study suggests that its market share may be reaching its peak following a five point decline in a net optimism figure for the industry to 51 from a year earlier.

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A total of 312 ad executives were grilled for their opinions earlier this year by Advertiser Perceptions to gauge the percentage difference between those planning to increase advertising spend and those looking to lower it.

Over the same period native advertising’s market share rose from 18 to 22 per cent but MediaPost remarked that this could mean the sector is ‘reaching a point of saturation’.

Social media remains the most popular format for those seeking advertising space with 70 per cent plumping for the medium, a figure which is expected to rise to 73 per cent next year.

The study also highlighted the growing role of programmatic buying in placing those ads with the proportion of native ads bought in this way expected to rise 26 to 34 per cent by 2016.

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