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Consumers expectations and preference with digital ads

Consumers expectations and preference with digital ads

Spend on Native Ads Increases, Still Preferred by Consumers

When it comes to digital ads, consumers are more than accustomed to their omnipresence while browsing the web. Still, consumers expect a higher-than-ever level of sophistication from digital ads: unobtrusive, soothing to the eye, and relevant to the content they are consuming. As patience for aggressive advertising tactics wanes, native advertising is seeing a resurgence in popularity, especially in the post-pandemic era as consumers spend more time than ever on their electronic devices from work to shopping to personal entertainment.

Nonintrusive ads are crucial: a solid majority (63%) of adblock users said they’d be willing to accept ads on websites if their ad experiences were light and nonintrusive, per a 2021 Blockthrough survey via eMarketer, and even respondents that disliked certain types of ads could tolerate them under the right circumstances. And consumers don’t just prefer it, they are more likely to interact with contextually-relevant native ads: a 2020 Outbrain and Content Marketing Institute study found that Native advertising on the open web that uses a softer trust-based approach to content marketing got 5-10x higher average CTRs than a more aggressive push marketing approach. Native advertising spend in 2020 reached $52.7 billion (which is 64.8% of all US digital display ad spend) according to Statista and Native display ad spending jumped from $47.33 billion in 2020 to $57.27 billion in 2021, accounting for a 16.2% increase, according to eMarketer.

Spend on native advertising increased during the height of the pandemic and will continue to grow: a 2021 AdYouLike analysis estimates that Native Advertising sector spending will jump 372% between 2020 and 2025 and the continued growth could ensure the global market is worth $400 billion by 2025.

The Stats:

  • A solid majority (63%) of adblock users said they’d be willing to accept ads on websites if their ad experiences were light and nonintrusive, per a Blockthrough survey (eMarketer, 2021)
  • 40.9% of respondents said they disliked certain types of ads but could tolerate them under the right circumstances (Blockthrough via (eMarketer, 2021).
  • Native advertising on the open web that uses a softer trust-based approach to content marketing got 5-10x higher average CTRs than a more aggressive push marketing approach. (Outbrain/Content Marketing Institute, 2020)
  • Native display ad spending jumped from $47.33 billion in 2020 to $57.27 billion in 2021, accounting for a 16.2% increase (eMarketer, July 2021)
  • ​​Native advertising is the second-best top-performing channel for video campaigns according to US publishers. (eMarketer, 2020)
  • Native ads create an 18% increase in purchase intent. (Outbrain, 2015)
  • Continued growth in the native advertising sector could ensure the global market is worth $400bn by 2025 (AdYouLike analysis, 2021).
  • AdYouLike estimates that Native Advertising sector spending will jump 372% between 2020 and 2025 (AdYouLike analysis, 2021).
  • Native advertising spend in 2020 reached $52.7 billion (which is 64.8% of all US digital display ad spend) (Statista and Emarketer 2020)
  • Revenue generation from native advertising is expected to increase by 46% by 2021 (Native Advertising Institute, 2020)