Observed Signal · Jan 8, 2020 · Forecast / Trend · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Three Key Trends in Native Advertising
The article examines rising growth in native advertising and forecasts it could become the dominant ad format within five years. It cites five drivers of momentum: consumers avoid disruptive banners, desktop banner usage and ad blockers limit intrusiveness; mobile access emphasizes faster loads and smaller file sizes; trust in premium publishers creates a “halo” effect that boosts engagement and purchases; users’ impatience with interruptive video (skips after ~3 seconds); and the rise of social feeds now standardizes content discovery, with Outbrain embedding feeds across the open web. Forecasts focus on three trends: Programmatic Native, Native Video, and a better (more collaborative) ecosystem among advertisers, publishers, and tech providers. Outbrain founder Yaron Galai argues that industry-wide collaboration is essential to a sustainable model that benefits brands, publishers, and consumers. The author, Liesbeth Mack-de Boer, has led Outbrain’s Central Europe operations and has prior leadership roles in the media industry.
Discusses growth potential and industry-wide shifts in native advertising and programmatic adoption; moderate to high industry impact.
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Key Takeaways & Evidence Grounding
- Native Advertising could become the dominant ad form within five years.
- 90% of display ads will be bought programmatically; Native advertising will follow this trend across DSPs.
- Outbrain-sponsored study: ads on premium publishers are trusted 44% more, click 21% more, and lead to purchases 24% more than social ads.
- Video ads are increasingly integrated; formats include native video with Click-to-Watch and View-to-Play.
- Outbrain emphasizes a better ecosystem through collaboration among advertisers, publishers, and tech providers.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Whale TV and Teads Make CTV Inventory Globally Available
Adtech company Teads is expanding its Connected TV offering with additional home screen inventory from Whale TV. Advertisers can now buy Whale TV's ad inventory in over 100 countries through Teads' Ad Manager. The two companies are expanding a collaboration that began in 2024, initially covering the Netherlands and Central/Eastern Europe. Whale TV, formerly known as Zeasn, reports 47.5 million monthly active TV devices globally, with 35% in Europe. The company works with over 400 TV brands including Philips, TCL, and Sharp. Teads now has direct access to over 500 million addressable TV devices for home screen advertising and has delivered more than 6,000 home screen campaigns since 2023. The offering includes home screen mastheads and native display formats that can expand to fullscreen video.
Teads Integrates with Koddi Commerce Media Infrastructure
Teads and Koddi have announced a new integration connecting Teads' Ad Manager with Koddi's commerce media infrastructure. This partnership enables advertisers to purchase onsite retail inventory from Koddi networks in the US and Europe, including Sponsored Product Ads and display placements on merchant and commerce platforms. The integration uses the OpenRTB standard to facilitate automated exchange between demand and sell sides, eliminating the need for proprietary integrations between Teads and individual retailers. Networks such as Wolt Ads, Gopuff UK, and Hopper are among those connected. Retailers retain control over inventory, pricing, and quality standards through Koddi's SSP. This move expands Teads' programmatic retail media offerings, allowing advertisers to plan and activate retail media alongside other channels within the Teads Ad Manager.
CTV Advertising Guide 2027 Now Available for Download
VideoWeek has announced the availability of the CTV Advertising Guide Europe 2027, a free resource providing insights into the rapidly evolving CTV advertising market in Europe. The guide includes landscape maps for five European markets, an interview with Lisa Rousseau from Prime Video Advertising, and market data from IAB Europe and EMARKETER. It also features contributions from major industry players such as Netflix, Disney, Teads, ITV, Google Ad Manager, Epsilon, Channel 4, and WPP Media. Topics covered include supply path optimization, omnichannel marketing, broadcasters' AI initiatives, converged CTV and linear ad sales, measurement, and the definitional debate around CTV. The announcement highlights ongoing M&A reshaping the sector, including ITV's acquisition by Sky, Paramount Skydance's purchase of Warner Bros. Discovery, and RTL's completion of its Sky Deutschland acquisition. The guide aims to help buyers and sellers navigate market challenges and opportunities, with physical copies available to brands, agencies, and publishers.
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