• Consumers look at native ads 52% more frequently than banner ads.

  • Native ads register 18% higher lift in purchase intent and 9% lift for brand affinity responses than banner ads.

  • Native formats show a 78% uplift in brand favorability compared to pre-roll across a five campaign study.

Because native ads are inherently designed to match the form and function of their site, they often see more favorable performance since they’re less disruptive and more context-appropriate than other forms of digital advertising.
— Appnexus Blog, Real-Time Talk, 2016
Native advertising looks like a rare win-win for the industry: more effective for advertisers, more valuable for publishers and more acceptable for users. Its suitability for mobile, social and video contexts means that growth in native will contribute the large bulk of increased digital display spend.
— Joseph Evans, Enders Analysis, 2016

Native ad spend projections