eMarketer: U.S. native display ad spending to reach $43.9 billion in 2019

Driven by social sites, native advertising accounts for nearly two-thirds of display ad spending.

Native advertising will account for 62.7% of total U.S. display ad spending in 2019, up from 54.2% in 2017. The majority of native ad spending will go to social networking platforms, with the majority going to Facebook. This year, native advertising will account for 95.6% of social media display ad spending.

According to forecasts, U.S. advertisers will spend $43.9 billion on native display ads this year, an increase of $8.66 billion from 2018.

While native ads account for about two-thirds of display ad spending in the U.S., that number masks the fact that native ads are nearly ubiquitous on social networks. Outside of social networks, more than two-thirds of display ad spending comes from non-native ads.

This year, native ad spending will account for 30.8% of non-social media display ad spending, up from 19.1% in 2017.

Some online media companies have begun to rely on non-social media native advertising. Outside of social networking platforms, native advertising has already occupied a certain share of the programmatic advertising market.

In November 2018, Advertiser Options conducted a study of US publishers showing that native advertising publishers accounted for 31% of their programmatic advertising revenue.

Social media is also having an impact on non-social media native advertising. As advertisers gain more experience with channels other than social networks, they may allocate advertising budgets based on positive results.

199IT.com Originally compiled from: eMarketer. Please do not reprint without authorization