The numbers for native advertising are quite promising. A study by Sharethrough/IPG Media showed that consumers look at native ads 53% more than display ads. The same research proved that native ads increase purchase intent by 18% and that 32% of respondents would share a native ad with a friend or family member, while only 19% would do so for display ads.
According to Global Growth Insights, the global native advertising market was valued at $111.67 billion in 2023, with an estimated $127.52 billion in 2024, reaching $368.9 billion by 2032, representing an annual growth of 14.2% from 2024 to 2032. This report also highlighted that the use of AI and machine learning in native advertising is one of the most relevant trends in the coming years, as these technologies help better understand customer preferences and behaviors and provide more personalized campaigns, as well as optimize ad placements based on what is best received in the specific inventory.
The adoption of artificial intelligence is also very important because one of the main challenges of native advertising, since gaining prominence in digital media, is precisely adapting the same creative to different inventories, each with its own characteristics. It is a relatively simple task, as it follows a pattern, but it takes some time. Before AI, changes had to be made one by one by agency professionals to be able to deliver the same message to various different platforms with the same editorial content characteristics.
Thanks to these new technologies, it is now possible to make all these adjustments automatically, regardless of the vehicle in which the piece will be displayed, it is adapted in seconds by the tool itself. At ADSPLAY, we use Native 3.0, which allows the simultaneous display of native ads in multiple inventories.
Combined with Programmatic Media, the solution has intelligent algorithms that optimize publications 24/7. Without the advertiser having to worry, it will appear where it is most suitable to achieve its goals with its consumers.
Among the advantages of using AI to create native ads are the exponential learning of the algorithm and automatic optimizations. After the machine learns, which usually takes about 90 days, the performance improvement is immense.
This is one of the great benefits of artificial intelligence: doing the repetitive work that would take up a lot of professionals’ time. While the machine works with its algorithms, these professionals can be engaged in other activities, less monotonous and more creative, where they are really needed.
