Native Advertising

21 Native Advertising Statistics for 2021

Laura Kloot
Laura Kloot

Did you know it’s been 10 years since the term “native advertising” was first mentioned? 

Of course, the concept has been around a lot longer than that. If you’re a history buff, check out our infographic of the story of native advertising over the past century or more.

In honor of native advertising’s 10th birthday, we’ve rounded up 21 native advertising statistics that demonstrate the power of the fastest-growing digital marketing tactic in 2021. Let’s dive in:

  1. US native ad spend is expected to increase by 21% in 2021 to a value of $57 billion. (eMarketer)
  1. Native spend on mobile more than doubled between 2018 and 2020, reaching $45 billion in the US. (eMarketer
  1. The native advertising sector is predicted to grow to $400 billion by 2025. (The Drum)
  1. Native advertising is the second-best top-performing channel for video campaigns according to US publishers. (eMarketer)
  1. Native advertising on the open web that uses a softer trust-based approach to content marketing got 5-10x higher average CTRs than a  more aggressive push marketing approach. (Outbrain/Content Marketing Institute)
  1. Native ads are 62% easier to understand than display ads, and 31% easier to understand than social ads. (Outbrain/Lumen)
  1. Ads shown on premium news sites are 44% more likely to be trusted than ads on social media sites. (Outbrain/Lumen)
  1. Native recommendations are 27% more trusted than social ads. (Outbrain/Lumen)
  1. 44% of viewers trust an ad viewed on a premium publisher site. (Outbrain)
  1. Click-to-play video is the preferred ad format, with 97% of survey respondents saying they liked it. (Outbrain
  1. Long-term native campaigns are more cost-effective. Native campaigns running more than six months have a 36.4% lower average CPC than campaigns running six months or less. (Outbrain)
  1.  The native advertising category with the highest clickthrough rate is the Beauty category, with average CTR of 0.104%. (Outbrain)
  1.  95% of affiliate ad content submitted to Outbrain in 2019 was accepted. (Outbrain
  1.  Mobile outperforms desktop on native for affiliates. Mobile-specific spend makes up half of the total affiliate spending, though it drives 65% of clicks at a 48% lower CPC. (Outbrain
  1.  For affiliates, utilizing Lookalikes for native advertising boosts conversions 3x and drops CPA by at least 35%. (Outbrain
  1.  Consumers look at native ads 53% more than display ads. (Outbrain)
  1.  Native ads create an 18% increase in purchase intent. (Outbrain
  1.  Native ads get 20-60% higher engagement rates than display banner ads. (Marketing Land
  1.  Retention rates of native advertising are 3x higher than display banner ads. (Marketing Land
  1. By 2020, native in-stream ads are predicted to make up 63.2 percent of all mobile display advertising, with a value of $53 billion. (Marketing Land
  1.  Native ad formats have been shown to reach CTRs of approximately 0.3%, compared to 0.12% for standard IAB ad formats. (IAB Europe)

As the advantages of native advertising become clearer, more marketers are learning how to use it to boost brand awareness and conversions. That’s why Outbrain has launched its Native Advertising Expert Certification, a free, on-demand course to train the next generation of digital marketers in this powerful technique. Interested?

Laura Kloot

Laura Kloot

Laura is a seasoned content and marketing writer, with over 10 years' experience writing for Israeli and multinational companies operating all over the world. From the Dead Sea to the diamond exchange, Laura produces content that covers a kaleidoscope of subject matter. Now, she's devoting her time to digging deep into every aspect of performance marketing, writing all kinds of Outbrainy content, while raising three kids, a cat, and running her own writing business.