Native Advertising is defined as “A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed”. According to an eMarketer report Native Advertising has made a big impact with half of all digital display advertising attributed to Native. The share of Native advertising is likely to reach to three-quarters of all Display Spending by 2021. The key reason for rise in Native ads is that all advertising on Facebook and other social sites is native. The huge success of Facebook’s News Feed ads has helped boost native display spending to nearly USD 17 billion this year, according to BI Intelligence.
Among the ad formats preferred US millennials preferred native ad formats at 58 percent with banners coming at a distant second at 21 percent. The US Millennials are also agnostic to the native ad formats and don’t care if the content is sponsored by a brand, as long as it is entertaining or informative.