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Native Ad Spend Surpasses Growth Expectations, Latecomers Benefiting from Best Practices
By: The Drum
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With native ad spend increasing by a whopping 600% from 2014 to 2016, and expected to reach $28bn by 2018, benchmark results from a recent study show that early adopters like automotive and B2B tech have had a rocky relationship with native ads. With these early adopters - which also include industries like entertainment, tech B2C, finance and insurance - adopting native advertising in 2014, their industries have seen a 20% decline in ad spend — from 57% in 2014 to 37% in 2016.

The data indicates that fast movers today - including business, CPG, travel, food and drink - came late to the native ad industry but benefit from early knowledge. And the trend shows clearly that late adopters have really made gains.

“What was most surprising from the study is how within specific verticals, adoption between major competitive advertisers also highly varied,” said Justin Choi, chief executive officer of Nativo. “For example, while we saw one or two major brands within a category embrace native early on as part of their broader digital strategy and experience clear successes, a competitive brand waited longer to invest in native strategies — years after the early adopters.”

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This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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