Executive Summary
During the last decades, new technologies have provided new platforms to consume media – and to reach consumers with marketing and advertising messages. Today, new media, devices and platforms make it possible to reach consumers with print, audio and video messages in new ways.
As new advertising platforms enter the marketing landscape, a range of new strategies and formats have been developed, primarily for digital and mobile media. This report’s focus is on ad forms – usually referred to as “native” – for which eMarketer (2018) and others have shown strong growth and predict further increases.
The new...