Native advertising is no longer a buzzword for a flashy new form of digital advertising. If recent revenue forecasts are correct, it looks like native advertising will become a sound investment. The 2015 State of Native Advertising provides a snapshot of marketing, advertising and consumer trends as it relates to the growth and use of native advertising in 2015 and beyond.

1. INSIDE
NATIVE
ADVERTISING
2015
TRENDS & INSIGHTS

2. 2.9
2.3
Hours Spent Per Day
1.5 1.6
0.43
Newspapers/Magazines Radio Online Via Desktop Watching TV Using Mobile Device
MOBILE REPRESENTS 35% OF TOTAL DAILY MEDIA CONSUMPTION
M O B I L E M E D I A
CONSUMP T ION I S SURGING
*Source
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3. consumers not only dislike mobile ads,
they consider them “unacceptable.”
B U T T R A D I T I O N A L
BANNE R S DON’ T
WOR K ON MOB I L E
*Harvard Business Review, 6/14
4out
of 5
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4. 85% of mobile users are
“visually engaged” with
native ads presented in the
stream of content
2X more likely to say that
they don’t care if content
is an ad, as long as it is
engaging
*Yahoo Research, 10/14
CONSUME R S WANT
B E T T E R E X P E R I E N C E S
F R O M B R A N D S
www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

5. Native Mobile Ads
6XDELIVER
higher conversions for
brands versus
traditional banner ads.
*Rubicon Project, 7/14 www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

6. S P E N D I N G O N
NAT I V E W I L L
OUTPAC E D I S P L AY
$14
$11
$7
$4
$0
Native vs. Display Advertising Spend (Desktop & Mobile)
42% CAGR
for Native
$3.9 $5.7
$2.7
$1.9
Native
Traditional
$1.0 $1.3
$5.2 $5.3 $5.8 $6.1 $6.5 $6.4
2013 2014 2015 2016 2017 2018
Ads
*Business Insider Intelligence estimates, Internet Advertising Bureau www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

7. M A R K E T E R S AG R E E N AT I V E
I S VA LUA B L E & E F F E C T I V E
0.7
0.56
0.42
0.28
0.14
0%
4%
26%
61%
7%
1 2 3 4 5
Least
Valuable
Most
Valuable
How Valuable is Native Advertising Compared to Other Forms of Advertising?
*2014 Perceptions on The State of Native, TripleLift & The Industry Index, 6/14 www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

8. www.triplelift.com | Follow us on Twitter: @TripleLiftHQ
$11.9
Native Advertising Spend (Desktop & Mobile)
$10.7
$9.2
$7.5
A L L F O R M S O F N AT I V E
W I L L S E E M A S S I V E
GROWTH
Social
Sponsorship
Native Display
$5.6
$2.9
$3.4
$2.7
$2.0
$1.3
$0.8 $1.0
$1.9
$2.7 $3.9 $1.0 $1.3 $5.7
2013 2014 2015 2016 2017 2018
*Business Insider Intelligence estimates, Internet Advertising Bureau
Native display, the ads served in-feed
across sites, will top $5.7
billion in 2018, up more than five-fold
from $1 billion in 2013, a five-year
CAGR of 42%.

9. T H E M A N Y F L AV O R S O F N AT I V E
SOCIAL SPONSORSHIP NATIVE DISPLAY
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10. Conducted by the IAB with Edelman Berland, this scientific study on native advertising surveyed
over 5,000 consumers and found that in-feed, sponsored content was more appealing and less
intrusive than any other major paid media format.
APPEALING / INTERESTING
Most Appealing Forms of Online Advertising
In-Feed Sponsored
Content
Video Ads
Expandable Ads Banner Ads
Pop Up Ads
ANNOYING / INTRUSIVE
more
less
more less
W H Y I N - F E E D,
NAT I V E D I S P L AY ?
*Business Insider Intelligence estimates, Internet Advertising Bureau www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

11. TRIPLELIFT STUDIED REAL CAMPAIGNS TO UNDERSTAND
Sticky is…
!
• Real eye tracking with real people
• Visual measurement using webcams
• Leveraged by Fortune 500 companies
NAT I V E
I N S I G H T
51%the amount of
ads that are
actually seen
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HOW NATIVE ADS ARE SEEN VS. DISPLAY ADS

12. CONSUME R S PAY
AT T ENT ION TO IN- F E ED,
NAT I V E A D S M O R E
T H A N BA N N E R S
NATIVE AD EYE
TRACKING STUDY
PERCENT SEEN
46%
81% 88%
Leaderboard Skyscraper In-Feed
Native Ad
TIME SEEN
0.7
1.2
2.2
Leaderboard Skyscraper In-Feed
Native Ad
*Sticky Eye Tracking Study of TripleLift Native Ad www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

13. F O R N AT I V E , I M A G E S
S P E A K F O R T H E M S E LV E S
AN AD’S
IMAGE 18%
80%
20%
AN AD’S
COPY
WHICH DO YOU BELIEVE HAS THE
BIGGEST EFFECT ON
ENGAGEMENT?
82%
TEXT IMAGES
DO YOU SEE MORE SOCIAL SHARING
WITH IMAGE, OR TEXT-BASED NATIVE?
70%
30%
30%
70%
IMAGES
TEXT
WHICH OF THE FOLLOWING WORKS
BEST ACROSS ALL SCREENS?
*Digiday Agency Camp Survey, 6/14 www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

14. times faster than text *
Images are processed 600,000
The brain can process images in 13 milliseconds
*
90% of the information sent to the brain is visual *
T H E P O W E R
O F I M A G E S
*3M Consumer Study, 9/13 www.triplelift.com | Follow us on Twitter: @TripleLiftHQ

15. PRODUCTS
Use products set in real environments vs.
products pictured alone
PEOPLE
Use real life people in natural environments
vs. models in posed, studio environments
COPY
Keep the headline under 150 characters and
the caption under 300 characters
K E E P T H E S E 3 S I M P L E
T I P S I N M I N D W H E N
U S I N G I M A G E S I N
NAT I V E
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16. CONTENT
K E Y E L E M E N T S O F A N E F F E C T I V E N AT I V E A D S T R AT E G Y
SHARE WORTHY
VALUABLE
TRANSPARENT
DISTRIBUTION
TARGETED
RELEVANT
Leverage engaging images to
accentuate the brand message
Offer helpful or insightful messaging
that resonates with consumers
Provide a clear value proposition
and identify message is an ad
Reach an audience that shares
an area of interest with the brand
Bring utility, entertainment, or
information to the site experience
Ensure message matches the look INTEGRATED
and feel of the content on the site
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17. K E Y
TA K E - AWA Y S
MOBILE FIRST
Consumers are surfing, shopping, and sharing on mobile in record
numbers
BETTER EXPERIENCES
Consumers engage with native ads on mobile and don’t mind ads if they
are appealing
TREMENDOUS GROWTH
Spending on native continues to rise and will eventually surpass traditional
display
EFFECTIVE FOR MARKETERS + CONSUMERS
Consumers find in-feed native display more appealing and marketers
agree it is a valuable form of advertising
IMAGES SPEAK VOLUMES
Image-based ads are more interesting for consumers, and more effective
for marketers
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