Misc
The Advertising Revolution: How Native Ads Have Changed the Game
The Advertising Revolution
Sponsored by: Market One Media Group
Many decades ago, the world was much simpler for advertisers.
Buying a ½ page newspaper ad or a 30-second television spot reached thousands of people, and consumers weren’t oversaturated with ads.
Today, we are bombarded with over 5,000 brand exposures each day. Of those, 362 are advertisements with only 12 of them “making an impression” on us.
Here’s a breakdown of average exposure per day:
- Average number of advertisement and brand exposures per day per person: 5,000+
- Average number of “ads only” exposures per day: 362
- Average number of “ads only” noted per day: 153
- Average number of “ads only” that we have some awareness of per day: 86
- Average number of “ads only” that made an impression (engagement): 12
With this oversaturation of the traditional ad market, the concept of “native ads” has emerged.
Native Ads
Native advertising is paid content that is created to fit the same format as a publisher’s organic content. In other words, it shows up to regular viewers as “sponsored” or “paid” posts in the same streams as regular content.
Native ad spending has exploded, and from 2013 to 2018, the industry is expected to quadruple in size.
There are compelling statistics for both the audience and advertisers on native ads:
Audience:
- 70% of individuals want to learn about products or content through content rather than traditional advertising.
- 32% of consumers said, when given a choice, that they would rather share a native ad with friends and family vs 19% for banner ads.
- 57% of publishers have a dedicated editorial team to create content readers will care about, leaving publishers in full control, not brands, which ultimately benefits readers.
Advertisers:
- People view native ads 53% more than banner ads.
- Native advertising generates up to an 82% increase in brand lift.
- Native ads that include rich media boost conversion rates by up to 60%.
- Purchase intent is 53% higher with native ads (vs. 34%)
- 49x higher clickthrough rate, 54% lower cost-per-click
New Media
Native ads are also being used by many of the “new media” and adtech companies that have had very successful fundraising rounds:
Vice
Latest raise: $250 million (2014)
Led by: A+E Networks
Valuation: $2.5 billion
AppNexus
Latest raise: $62.7 million (2015)
Valuation: $1.2 billion
Vox
Latest raise: $200 million (2015)
Led by: NBC Universal
Valuation: $850 million
Buzzfeed
Latest raise: $200 million (2015)
Led by: NBC Universal
Valuation: $1.5 billion
The Future of Native Advertising?
Right now 41% of brands use native advertising as part of their marketing mix, but the shift is only beginning. Here’s what experts think the future of native holds:
Tessa Gould, Director of Native Ads Products, The Huffington Post
“Next for native is being able to use other ad technologies to make native smarter. At the moment everyone is creating content and talking about social actions. But how do you go about retargeting the people who view the native ad elsewhere with banner ads and actually converting them into customers?”
Audra Martin, VP of Advertising, The Economist Group
“As publishers start to educate brands more and agencies more, the content will just get better. Then distribution, in terms of getting more sophisticated, not in terms of fooling readers but making it relevant to readers in the right place at the right time.”
Steve Edwards, Digital Sales Director, Hearst UK
“My main thing is about control. Native will continue to develop along the lines it has. Increasingly it’s about publishers taking control of the message and advertisers and brands coming along with us. Getting distribution right and getting measurement metrics right, how we actually measure success. How we can create work that is as good as the editorial that surrounds it. Take the logo off it, does it still work? That’s really interesting for us, and we’ve still got a way to get there.”
Sebastian Tomich, VP of Advertising, The New York Times
“Brands are jumping into native because they feel like they should be.”
Demographics
Mapped: Population Growth by Region (1900-2050F)
In this visualization, we map the populations of major regions at three different points in time: 1900, 2000, and 2050 (forecasted).
Mapping Population Growth by Region
This was originally posted on our Voronoi app. Download the app for free on iOS or Android and discover incredible data-driven charts from a variety of trusted sources.
In fewer than 50 years, the world population has doubled in size, jumping from 4 to 8 billion.
In this visualization, we map the populations of major regions at three different points in time: 1900, 2000, and 2050 (forecasted). Figures come from Our World in Data as of March 2023, using the United Nations medium-fertility scenario.
Population by Continent (1900-2050F)
Asia was the biggest driver of global population growth over the course of the 20th century. In fact, the continent’s population grew by 2.8 billion people from 1900 to 2000, compared to just 680 million from the second on our list, Africa.
Region | 1900 | 2000 | 2050F |
---|---|---|---|
Asia | 931,021,418 | 3,735,089,775 | 5,291,555,919 |
Africa | 138,752,199 | 818,952,374 | 2,485,135,689 |
Europe | 406,610,221 | 727,917,165 | 704,398,730 |
North America | 104,231,973 | 486,364,446 | 679,488,449 |
South America | 41,330,704 | 349,634,344 | 491,078,697 |
Oceania | 5,936,615 | 31,223,133 | 57,834,753 |
World 🌐 | 1,627,883,130 | 6,149,181,237 | 9,709,492,237 |
China was the main source of Asia’s population expansion, though its population growth has slowed in recent years. That’s why in 2023, India surpassed China to become the world’s most populous country.
Southeast Asian countries like the Philippines and Indonesia have also been big drivers of Asia’s population boom to this point.
The Future: Africa to Hit 2.5 Billion by 2050
Under the UN’s medium-fertility scenario (all countries converge at a birthrate of 1.85 children per woman by 2050), Africa will solidify its place as the world’s second most populous region.
Three countries—Nigeria, Ethiopia, and Egypt—will account for roughly 30% of that 2.5 billion population figure.
Meanwhile, both North America and South America are expected to see a slowdown in population growth, while Europe is the only region that will shrink by 2050.
A century ago, Europe’s population was close to 30% of the world total. Today, that figure stands at less than 10%.
-
Money7 days ago
Visualizing All of the U.S. Currency in Circulation
-
Stocks2 weeks ago
Ranked: South Korea’s Largest Companies by Market Capitalization
-
VC+2 weeks ago
What’s New on VC+ in March?
-
Markets2 weeks ago
Confidence in the Global Economy, by Country
-
Wealth2 weeks ago
Mapped: Where Do the Wealthiest People in the World Live?
-
Misc1 week ago
Ranked: Global Airlines with the Most Plane Crashes
-
Technology1 week ago
Visualizing iPhone 15 Production by Manufacturer in 2023
-
Automotive1 week ago
Visualizing Global Electric Vehicle Sales in 2023, by Market Share