QUICK HIT: Native Ads Are Not a Fad
The native advertising industry is forecasted to reach $7.9 billion in 2016 and grow to $21 billion in 2018.
Is the practice of "native" a fad or is it the future of digital advertising in general? Based on the performance of at least one network, it's very much the latter.
Native content network Content.ad announced last week that its revenues grew 66 percent in the last year, its client base doubled with triple the number of advertisers and twice the number of publishers. Year over year, the number of campaigns on the Content.ad platform grew by 486 percent and clicks increased 139 percent for its 10,000-plus websites and over 1,600 advertisers.
“The native content marketing space is experiencing runaway growth and adoption. While growth has been a key metric at Content.ad, and scalability a core strength, being good has always taken precedence over being big. Critical to our success are the high levels of customer service we deliver compared to the multiple new, opportunistic players who are simply trying to cash in on today’s native content ‘gold rush,” said Jonathan Markiles, CEO.