Native advertising will be the dominant form of digital advertising by 2020

STUDY Native advertising is expected to account for more than half of digital advertising in 2020. This is the conclusion of the study "Native Advertising in Europe to 2020" by Yahoo and Enders Analysis.The study attributes the explosive growth of native advertising to changes in user behavior, particularly the increased use of smartphones and tablets, which will dominate content search and consumption in the future. As a result, most of the growth in spending on native advertising will come from serving content to mobile devices. In 2020, it is expected that 8.8 billion euros will be spent on this across Europe - almost six times the 1.5 billion that advertisers invested in this last year.The most important forecasts from "Native Advertising in Europe to 2020" at a glance:- Spending on native advertising in Europe will grow 2.6 times over the next five years, from 5.2 billion euros in 2015 to 13.2 billion euros in 2020. This will account for 52 percent of total online advertising spend in 2020.- Mobile spend will be €8.8 billion in 2020, up significantly from €1.5 billion in 2015.- Native advertising on social networks will grow from €2 billion in 2015 to €6.3 billion in 2020.- In-stream advertising will grow from €2.4 billion in 2015 to €5.1 billion in 2020.Access to content via social networks as an important growth factor Increasing access to content via social media is another key growth factor. This will see spending on native social network advertising increase by more than 300 percent by 2020, from the current level of two billion euros to 6.3 billion euros in 2020. Furthermore, rising video consumption means that investment in in-stream advertising will more than double from 2.4 billion euros in 2015 to 5.1 billion euros in 2020.Based on an analysis of the digital advertising market in 19 European countries, the report evaluates different native advertising formats and platforms such as mobile, social, video, ads tailored to PC screens and widgets. It highlights the benefits of native advertising for media companies that see the development of novel formats as a unique selling point for their advertising offering. Advertisers and agencies should find native advertising more powerful and efficient.Advantage: Native advertising hardly recognizable for ad blockersThe study also shows that Native Advertising can be used to mitigate the effects of ad blockers, as this form of advertising is difficult for blockers to detect. At the same time, the study points out that native ads are not completely immune to ad blockers. However, the still young format offers advertisers an attractive opportunity to set new standards. At the heart of this are the specific interests of users: Those who take them into account give media users less reason to block ads.