Native Advertising Predicted To Dominate Digital In 2014

by Gavin O'Malley

Say goodbye to the stigma associated with native advertising.

 
Following The New York Times' official embrace of the once-controversial ad format, J.P. Morgan is predicting that native will take over digital channels in 2014.
 
"We believe native ads are quickly becoming the de facto ad format on mobile and increasingly moving into desktop," lead analyst Doug Anmuth wrote in J.P. Morgan's annual "Nothing But Net" report, released on Thursday.
 
It is significant that Anmuth and his colleagues are tying the success of native to mobile, considering that they expect ad dollars devoted to the channel to overtake desktop dollars this year.
 
As for what makes native ads so special, J.P. Morgan calculates that they deliver a huge bang for the buck. Indeed, according to the securities firm, native ads represented just 5%-to-10% of Facebook's impressions in 2013, but accounted for more than 60% of the company's revenue.   FOR THE COMPLETE ARTICLE CLICK HERE