There is no shortage of research showing the rapid rise of native advertising. According to eMarketer, native ad media spending is growing 29 percent this year, and is projected to climb an additional 19 percent in 2015. Even among traditional media brands we find companies such as Forbes estimating that 30 percent of its total revenues will come from its native advertising division.
Native advertising is becoming an increasingly popular way to capture the attention of the very appealing and lucrative millennial market. This is a generation that's grown up accustomed to the convenience of mobile technology, which enables them to consume and interact with a world of varied information at any waking moment. Not only does a millennial's information consumption behavior make them more likely to interact with branded content, they're also much more likely to share it with their peers.
Here's a scary statistic for interactive ad buyers from a recent AdSafe Media-comScore study: On 70% of the sites analyzed, half of the online ads weren't visible for more than 10 seconds.