If you believe that the UK online market tends to follow the US model then new research from eMarketer will be of interest to you for future strategy.
eMarketer predict that native video will make up 38.1% of US digital video ad spending in 2019, but it won’t take a much larger share in the near future. For the first time, they have broken out video in their estimates of US native digital display ad spending. It’s growing roughly in line with the video ad market as a whole, and it is expected that advertisers will spend 38.7% of their US digital video ad budgets on native formats in 2020.
But looking at the broader digital display picture (which includes video), native has grown to a much larger share of ad spend at a faster rate. We expect US spending on native display ads will reach $43.90 billion in 2019, making up 62.7% of all display ad spending. Between 2017 and 2020, native display will capture an additional 10.6-point share of the display ad market.