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BizReport : Trends & Ideas archives : February 24, 2015

Growth of native advertising in 2014

Native advertising, a practice of integrating a specific ad format that blends in with publisher´s editorial environment, continues to boom. According to the new native advertising data report from MediaRadar the popularity of native advertising increased dramatically in the second half of 2014.

by Hanna Nicolo

MediaRadar specialises in detailed analysis of over 2 million brands. In July they tracked 688 brands that purchased native advertisements on 100 top consumer and B2B websites. While in December 851 brands purchased native advertisements on those same 100 websites - a 24% increase of native advertising towards the end of 2014.

While seasonality and brand buying cycles factor into this increase in native advertising towards the end of the year, new brands are continuing to enter the native advertising market. Across the entire market an average of 546 brands begin using native advertising each month.

Technology brands continue to lead the way among others categories. According to the 3rd MediaRadar Native Advertising Index, the top advertisers utilising native advertising include Intel, IBM, Microsoft, The History Channel, Netflix, The Esquire Network and DirecTV.

The top 10 categories of advertisers using native advertising by number of brands from May to December 2014 included:
1. Technology
2. Media & Entertainment
3. Professional Services
4. Financial
5. Retail
6. Travel
7. Apparel
8. Automotive
9. Food
10. Cosmetics

"We are positive about the future of native and the impact of this form of advertising" says Todd Krizelman, CEO MediaRadar. "There is much excitement around high-profile news websites like Huffington Post, The Atlantic, and Forbes who are the early adopters of native. However, we also see this form of advertising being embraced on hundreds of websites across a variety publishers and websites like Randall-Reilly, Bon Appétit and BioTechniques. Since the adoption of native spans across such diverse categories, we are confident there will be continued and quick growth among this advertising format."

Image via Shutterstock

Tags: native advertising

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