The numbers for native advertising are quite encouraging. Um estudo feito pelo Sharethrough/IPG Media mostrou que os consumidores olham 53% mais para publicidade nativa do que para anúncios em display. 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 it for display ads
According to Global Growth Insights, the global native advertising market was valued at US$ 111,67 billion, in 2023, with the perspective of having reached US$ 127,52 billion, in 2024, reaching US$ 368,9, by 2032, what does an annual growth of 14 represent,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, since these technologies help to better understand customer preferences and behaviors and to offer more personalized campaigns, in addition to optimizing the placement of ads according to what is best received in a given 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, it is precisely about adapting the same creative for different inventories, each with its own characteristics. It is a relatively simple job, since it follows a pattern, but it takes some time. Before AI, it was necessary for the changes to be made, one by one, by the agency professional to make it possible to convey the same message to several different media outlets with the same characteristics of the editorial content
Thanks to these new technologies, now it is possible to make all these adjustments automatically, regardless of the vehicle in which the piece will be published, it is adapted in seconds by the tool itself. In ADSPLAY, we use Native 3.0, that allows the simultaneous placement of native ads across multiple inventories
Allied to Programmatic Media, a solução tem algoritmos inteligentes que otimizam as publicações 24/7. Without the advertiser needing to worry, he will appear wherever it is most appropriate to achieve his goals with his consumers
Among the advantages of using AI for native ads are the algorithm's exponential learning and automatic optimizations. After the machine learns, what usually takes about 90 days, the improvement in performance is immense.
This is one of the great benefits of artificial intelligence: doing the repetitive work that would take up a lot of time for professionals. While the machine works with its algorithms, these professionals may be engaging in other activities, less boring and more creative, in which they are really necessary
