The analysis shows that the number of ad impressions in Yahoo's global partner network grew from 58 billion to more than 74.5 billion in the second half of 2016. The advertising volume increased by 14 percent compared to the first half of the year. The results once again underline the fact that forms of advertising with added content value are particularly successful on mobile devices with the right targeting.

Native advertising continues to be in high demand: In Yahoo's partner network, the popular advertising format was used by more than 3,400 publishers in the period analyzed. Germany accounted for 2.2 billion of the 74.5 billion ad impressions worldwide in the second half of 2016. This corresponds to around a fifth of all ads displayed in Europe, the Middle East and Africa (EMEA) with 11.9 billion impressions.

Year of Mobile: Native ads do particularly well on mobile

The figures speak for themselves: although ad impressions for native advertising are increasing on all devices worldwide, growth rates on mobile devices are continuously outstripping those on desktops. In the EMEA region, the growth rate for mobile web and apps was recently 8.9% - Germany alone recorded growth rates of 5.9% in the first half of 2016. A clear signal for advertisers: the potential is far from exhausted.

Creating user experiences with content: What native advertising can do

Online users are increasingly reluctant to simply look at static advertisements. They are more likely to accept advertising if it offers added value in terms of content. Native advertising delivers this added value through the editorial preparation of advertising content and integration into the respective publisher's environment. Yahoo utilizes these advantages in its native ad portfolio for third-party providers with their own media inventory (third-party publishers). The format appears in the content stream of Yahoo Sport, Yahoo Finance and Yahoo Mail, for example, as well as on premium partner sites and apps. Yahoo is thus an important component in the growing market for native advertising and, with one billion Internet users from over 220 countries, a platform with a wide reach.

On the right device at the right time - good targeting is crucial

Demographic profiles are crucial for determining target groups and providing advertisers with important information about where an investment is worthwhile. A detailed look is particularly worthwhile on mobile devices, as mobile web and apps are now daily companions for many people. Consumers use different devices at any time of the day or night - usually a smartphone or tablet. Catching the right target group here is a question of optimal display times: Age, device type, apps and the time of day are decisive criteria.

Native advertising continues to be in high demand: In Yahoo's partner network, the popular advertising format was used by more than 3,400 publishers in the period analyzed. Germany accounted for 2.2 billion of the 74.5 billion ad impressions worldwide in the second half of 2016. This corresponds to around a fifth of all ads displayed in Europe, the Middle East and Africa (EMEA) with 11.9 billion impressions.Year of Mobile: Native ads do particularly well on mobileThe figures speak for themselves: although ad impressions for native advertising are increasing on all devices worldwide, growth rates on mobile devices are continuously outstripping those on desktops. In the EMEA region, the growth rate for mobile web and apps was recently 8.9% - Germany alone recorded growth rates of 5.9% in the first half of 2016. A clear signal for advertisers: the potential is far from exhausted.Creating user experiences with content: What native advertising can doOnline users are increasingly reluctant to simply look at static advertisements. They are more likely to accept advertising if it offers added value in terms of content. Native advertising delivers this added value through the editorial preparation of advertising content and integration into the environment of the respective publisher. Yahoo utilizes these advantages in its native ad portfolio for third-party providers with their own media inventory (third-party publishers). The format appears in the content stream of Yahoo Sport, Yahoo Finance and Yahoo Mail, for example, as well as on sites and in apps of premium partners. Yahoo is thus an important component in the growing market for native advertising and, with one billion Internet users from over 220 countries, a platform with a wide reach.On the right device at the right time - good targeting is crucialDemographic profiles are crucial for determining target groups and providing advertisers with important information about where an investment is worthwhile. A detailed look is particularly worthwhile on mobile devices, as mobile web and apps are now daily companions for many people. Consumers use different devices at any time of the day or night - usually a smartphone or tablet. Catching the right target group here is a question of optimal display times: Age, device type, apps and the time of day are decisive criteria for this.In a global comparison, according to Yahoo's "The State of Native" analysis, German users are absolute mobile fans: they use their smartphone most frequently throughout the day, followed by their tablet. US-Americans, on the other hand, tend to favor tablets. In terms of ad impressions, Germans are most active in the evening between 6 p.m. and midnight.