Native ad spend increased by 600 per cent between Q1 2014 and Q4 2016, according to native advertising technology platform Nativo.
The California-based ad tech company analysed spend across its entire marketplace during the three-year period. It found that, despite the overall increase in spend, there were fluctuations between verticals.
Food & drink saw the biggest year-on-year growth of nine per cent, followed by both travel and business – which grew their respective share by four per cent.
Automotive (OEM), tech B2B, entertainment, tech B2C, and finance & insurance, saw their aggregate budget share decline by 20 per cent – from 57 per cent in 2014 to 37 per cent in 2016. Meanwhile, business, CPG, travel, and food & drink, grew by 24 per cent to reach a 45 per cent share of budget in 2016.
“Native spend continues to grow rapidly overall, but beneath that linear trajectory we’ve witnessed a lot of fluctuations vertical to vertical,” said Casey Wuestefeld, VP of campaign operations at Nativo. “The data indicates that while advertisers are committed to increasing their investment in native, they are still experimenting where content strategies fit within their overall marketing mix.”