The numbers for native advertising are quite encouraging. A study by Sharethrough/IPG Media showed that consumers look 53% more at native ads than at 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 projections to reach $127.52 billion in 2024 and $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, deliver more personalized campaigns, and optimize ad placements based on what performs best in specific inventories.
The adoption of artificial intelligence is also very important because one of the main challenges of native advertising, since it gained prominence in digital media, is precisely adapting the same creative for different inventories, each with its own characteristics. It’s a relatively simple task since it follows a pattern, but it takes some time. Before AI, changes had to be made one by one by the agency professional to deliver the same message across various different platforms while maintaining the editorial content’s characteristics.
Thanks to these new technologies, it’s now possible to make all these adjustments automatically, regardless of the platform where the ad will be placed—it’s adapted in seconds by the tool itself. At ADSPLAY, we use Native 3.0, which enables the simultaneous placement of native ads across multiple inventories.
Combined with Programmatic Media, the solution features intelligent algorithms that optimize publications 24/7. Without the advertiser needing to worry, their ads will appear where they are most likely to achieve their goals with their consumers.
Among the advantages of using AI for native ads are the exponential learning of the algorithm and automatic optimizations. Once the machine learns, which usually takes about 90 days, the performance improvement is immense.
This is one of the great benefits of artificial intelligence: handling repetitive tasks that would take up a lot of professionals’ time. While the machine works with its algorithms, these professionals can focus on other activities—less tedious and more creative ones—where their skills are truly needed.
