Apr 25, 2016

Native & mobile will dominate digital display by 2020

According to a study by Facebook and IHS, native will make up more than 75% of all digital ad spend by 2020, and 63% of that will be on mobile devices (please note that in this context, "native" is pay-to-play-advertising that appears in form and function as content; this includes the "sponsored post" on FB, although the study puts emphasis on the Facebook Audience Network as the main driver of growth).

I could not find the full research, but in these articles you will find interesting numbers and statistics about the study:

http://www.adweek.com/socialtimes/native-advertising-facebook-audience-network-study/637217

http://marketingland.com/native-in-stream-ads-63-percent-mobile-display-2020-facebook-171765



or the German takewaway on the stats here:

http://www.horizont.net/medien/nachrichten/Facebook-Studie-Wie-Native-Advertising-den-mobilen-Werbemarkt-pusht-139607