The numbers for native advertising are quite encouraging. A study conducted by Sharethrough/IPG Media showed that consumers look 53% more at native advertising than at display ads. The same research showed 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 outlook of reaching $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 offer more personalized campaigns, in addition to optimizing ad placement according to what is best received in a given inventory.
The adoption of artificial intelligence is also quite important because one of the main challenges of native advertising, since it gained prominence in digital media, is precisely adapting the same creative to different inventories, each with its own characteristics. It's a relatively simple job, since it follows a pattern, but it takes some time. Before AI, changes had to be made one by one by the agency professional in order to deliver the same message to various different outlets 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 part will be used; it is adapted in seconds by the tool itself. At ADSPLAY, we use Native 3.0, which allows simultaneous delivery of native ads across multiple inventories.
Alongside Programmatic Media, the solution has intelligent algorithms that optimize publications 24/7. Without the advertiser needing to worry, it will appear where it is most suitable to achieve their goals with their 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 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 professionals' time. While the machine works with its algorithms, these professionals can be developing other activities, less tedious and more creative, in which they are truly needed.
