According to the research the market will grow by around 156% over the next five years to reach €13.2 billion. The research, “Native Advertising in Europe to 2020,” was unveiled at the Mobile World Congress in Barcelona this week.
The research also noted that the market for native advertising could account for as much as 52% of the digital display market in Europe by 2020.
The research examined native ad formats and platforms including mobile, social, video and PC display and widgets in 19 European countries and highlighted that changes in consumer behaviour and the increased use of mobile for content discovery were key drivers of this anticipated growth.
In the UK market, native advertising is poised for considerable growth and could hit £2.8 billion in 2020, more than double the estimated £1.2 billion spend in 2015.
The research also identified social media channel as a major factor for growth, as brands seed content on the various social media platforms. According to Yahoo and Enders Analysis, social media channels will be responsible for driving as much as €6.3 billion of the €13.2 billion forecast outlined in the research.