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 formats are based on principles of advertising and consumer behavior that have been employed successfully for decades. Native ads, product placements on TV and print “advertorials” share the principle that commercial messages that align with the format and content of the medium are less disruptive and more likely to be noticed – often precursors of sales impact.