Spending on native advertising is climbing even higher than expected, prompting the research firm eMarketer to revise its projections for this year. The new forecast calls for a 24 percent increase in native ad sales this year, to $1.9 billion. That’s up from the firm’s previous prediction in June that it would hit $1.88 billion, a 22.1 percent jump from 2012. The firm notes, “as display ad-buying becomes on the one hand ever more automated, with programmatic eating up a greater share of ad dollars each year, premium publishers are on the lookout for a way to stand out — and offer advertisers an experience that doesn’t compare with a typical banner or video ad.”
And it seems to be working, eMarketer says, citing new figures that predict increases in digital ad revenue growth for newspapers (5.6 percent) and magazines (13.3 percent). The firm was quick to point out, however, that certain publishers – mostly digital-only – are more likely to capitalize on the native trend than others. Those include Mashable, BuzzFeed, Vice Media and others that are “willing to experiment with the customized, so-called ‘native’ executions heavily integrated with editorial.”
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