Greg Sterling says, “As one part of its growth strategy, Yahoo has bet heavily on native ads. The company’s Gemini platform offers both mobile search and in-stream/native display ads to marketers. Yahoo also says its native ads perform much better than conventional display ads.

Forecaster eMarketer has estimated the market for native ads in the US will be worth roughly $5 billion by 2017.

During the recent IAB event in Phoenix, Arizona Yahoo walked me through consumer research that supports its native ad consumer claims and offered some best practices advice. As a general matter, the company said that 60 percent of consumers “feel positive about native ads.”

In the past I’ve been skeptical about native ads and whether consumers are often unable to distinguish them from editorial content”.

Yahoo: Native Ads Drive 3.6X Lift In Branded Search Vs. Conventional Display

Marketing Land

Sharing is caring