The classic format for media advertising is banners. But over the past 10 years banner clickability has dropped 10 times and continues to fall. They are being replaced by native advertising. We have collected statistics on how native advertising is developing in Russia and the world.

In short, native advertising is growing very fast. There are 2 reasons. First: in the media, the banner always loses the competition for the user's attention to the articles. Second, user habits and behavior have changed a lot.
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Users vs. traditional advertising

American researchers have found out : those who have used the Internet since childhood (and now they are already over 30) want to see an advertisement fully embedded in the tape. 80% find it convenient, and 38% of the audience is motivated to make purchases.



According to Gemius, 34% of users never click on banners, and only 10% of users make 64% of all clicks on banners.

At the same time, every 4th reader switches to content around the article located in “Read also” or “Popular” blocks. This is where the user is used to finding new information.



Native advertising is embedded in the content of the site and carries the message of the brand in the zone of attention of the reader.

A native can be of any format - text, photo, video, audio, interactive. It is important that advertising does not destroy the user experience and becomes noticeable.



Many Russian brands continue to buy already inefficient and annoying formats, such as ad units that pop up on the whole screen, while the correct reaction to the evolution of user behavior is the transition to native.

Does it really work?

Indicators of involvement of native advertising are several times higher than those of traditional media formats.

IHS studied the behavior of users, and it turned out that they interact with nativka by 20-60% more than with traditional banners. Polar and Google DoubleClick considered that the CTR of native advertising ranged from 0.16% on desktops to 0.38% on smartphones. At the same time, the CTR of banners, rich media and other traditional display advertising formats does not exceed 0.08%.

In the video format, this gap is even greater. According to comScore , the effectiveness of native video advertising is 5-10 times higher than traditional pre-rolls, the CTR of which fluctuates between 0.5-1%.

Impressive and growing brand awareness, using the "Native". According to Nielsen reports, this indicator in pre-rolls is usually 2.1%, while in native advertising it is 82%.

Market size in the West

The market for native advertising is growing very fast. According to forecasts by BI Intelligence, by 2021 in the USA, the share of “native” in the total amount of advertising revenue will be 74% (in 2016 this figure is at the level of 56%).

IHS analysts say that by 2020, native advertising will occupy more than half of the global mobile advertising volume, reaching $ 53.4 billion, including in Europe - $ 9.6 billion. At the same time, the largest growth in the next 5 years is expected in Asia -Pacific region, where it will be $ 14.1 billion

Adyoulike claims that brands will double their spending on native advertising in the next three years. EMarketer's research confirms the trend: European advertisers spend on spending $ 13.2 billion by 2020, while in 2015 they spent $ 5.2 billion on sponsorship content. In 2016, this figure is expected to be $ 6.7 billion.

In Germany, in general, talking about the "native revolution . " If in 2015, spending by local brands on sponsored content accounted for 10.6% of total advertising expenditures, by 2020 it is expected to grow to 35.4%.

Russian market

In Russia, native advertising places most of the top media. A study of Digital Advertisers Barometer , conducted by Sostav.ru in the first half of 2015, showed that almost a third of Russian Internet advertisers have already used native advertising. At the same time, the share of "nativka" in the total volume of interactive advertising in Russia is still at the level of 4-6%.

Russian advertisers are becoming increasingly interested in the native format. This spring, the largest Russian agencies OMD OM Group, Media Direction Group, Dentsu Aegis Network Russia and several other notable players began to cooperate with Relap.io . They will distribute native brand advertising in the media via the platform.

Managing Director of OMD Resolution, Vadim Melnikov, assessing the prospects, says:

“Native advertising for OMD Resolution and our customers is a serious, powerful tool for organic, even relevant interaction with the audience. At the same time, of course, customers need segmentation tools, different interaction formats, including video advertising, and, of course, coverage. "