ネイティブ広告市場規模、シェア、成長分析、コンテンツ形式別、プラットフォーム別、最終用途別、地域別 - 産業予測、2025年～2032年

ネイティブ広告の世界市場規模は、2023年に900億4,000万米ドルとなり、2024年には1,046億3,000万米ドル、2032年には3,468億6,000万米ドルに成長すると予測され、予測期間（2025-2032年）のCAGRは16.2％で成長する見込みです。

世界のネイティブ広告市場は、非破壊的でコンテンツに沿った広告フォーマットへの嗜好の高まりに後押しされ、大きな成長を遂げています。この動向は、従来のバナー広告から、ソーシャルメディアのフィードやおすすめコンテンツに掲載され、有機的な感覚で消費者を惹きつける広告へのシフトを意味します。ネイティブ広告は、高いクリックスルー率を達成し、編集文脈の中に統合されることで信頼を醸成することで知られています。スマートフォンの普及とモバイルファースト戦略により、市場のリーチと影響力はさらに高まっています。しかし、標準化された測定の不在や、透明性と倫理的慣行に関する規制当局の監視の強化など、課題も残っています。こうした問題は、特にセンシティブな分野での普及を妨げています。とはいえ、ネイティブ広告は、消費者の注目を効果的に集め、エンゲージメントを促進するユニークな機会をブランドに提供しています。

目次

イントロダクション

• 調査の目的
• 調査範囲
• 定義

調査手法

• 情報調達
• 二次と一次データの方法
• 市場規模予測
• 市場の前提条件と制限

エグゼクティブサマリー

• 世界市場の見通し
• 供給と需要の動向分析
• セグメント別機会分析

市場力学と見通し

• 市場概要
• 市場規模
• 市場力学
  • 促進要因と機会
  • 抑制要因と課題
• ポーターの分析

主な市場の考察

• 重要成功要因
• 競合の程度
• 主な投資機会
• 市場エコシステム
• 市場の魅力指数（2024年）
• PESTEL分析
• マクロ経済指標
• バリューチェーン分析
• 価格分析
• ケーススタディ
• 顧客購買行動分析

ネイティブ広告市場規模：コンテンツ形式別& CAGR（2025-2032）

• 市場概要
• フィード内ネイティブ広告
• 画像内ネイティブ広告
• 動画内ネイティブ広告
• スポンサーコンテンツ

ネイティブ広告市場規模：プラットフォーム別& CAGR（2025-2032）

• 市場概要
• クローズドプラットフォーム
• オープンプラットフォーム
• ハイブリッドプラットフォーム

ネイティブ広告市場規模：最終用途別& CAGR（2025-2032）

• 市場概要
• 小売・eコマース
• メディア・エンターテインメント
• BFSI
• ヘルスケア
• 自動車
• 通信・IT
• 旅行・ホスピタリティ
• 教育
• その他

ネイティブ広告市場規模：地域別& CAGR（2025-2032）

• 北米
  • 米国
  • カナダ
• 欧州
  • ドイツ
  • スペイン
  • フランス
  • 英国
  • イタリア
  • その他欧州地域
• アジア太平洋地域
  • 中国
  • インド
  • 日本
  • 韓国
  • その他アジア太平洋地域
• ラテンアメリカ
  • ブラジル
  • その他ラテンアメリカ地域
• 中東・アフリカ
  • GCC諸国
  • 南アフリカ
  • その他中東・アフリカ

競合情報

• 上位5社の比較
• 主要企業の市場ポジショニング（2024年）
• 主な市場企業が採用した戦略
• 最近の市場動向
• 企業の市場シェア分析（2024年）
• 主要企業の企業プロファイル
  • 企業の詳細
  • 製品ポートフォリオ分析
  • 企業のセグメント別シェア分析
  • 収益の前年比比較（2022-2024年）

主要企業プロファイル

• Taboola Inc.
• Nativo Inc.
• Outbrain Inc.
• StackAdapt Inc.
• Yahoo Advertising
• PubMatic
• MGID
• SmartyAds
• Inanity
• Impact.com
• MediaGo（Baidu）
• Weibo Ads
• TikTok Pulse
• Aldila Inc.
• Fischer Sports Gmbh
• Topkey Corporation
• Dupont De Nemours, Inc.
• Hexion, Inc.
• SGL Carbon SE
• Toray Industries, Inc.

結論と提言

Global Native Advertising Market size was valued at USD 90.04 Billion in 2023 poised to grow between USD 104.63 Billion in 2024 to USD 346.86 Billion by 2032, growing at a CAGR of 16.2% in the forecast period (2025-2032).

The global native advertising market is experiencing significant growth, propelled by a rising preference for non-disruptive, content-aligned ad formats. This trend signifies a shift from traditional banner ads towards placements in social media feeds and content recommendations, engaging consumers in a manner that feels organic. Native ads are known for achieving higher click-through rates and fostering trust due to their integration within editorial contexts. The proliferation of smartphones and mobile-first strategies has further enhanced the market's reach and impact. However, challenges persist, including the absence of standardized measurement and growing regulatory scrutiny regarding transparency and ethical practices. These issues hinder widespread adoption, particularly in sensitive sectors. Nevertheless, native advertising presents brands with unique opportunities to effectively capture consumer attention and drive engagement.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global Native Advertising market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Global Native Advertising Market Segments Analysis

The global native advertising market is segmented based on Ad format, industry vertical, platform type, and region. In terms of Ad format, the market is divided into In-feed ads, content recommendation widgets, sponsored articles, and custom content units. Based on industry vertical, the market is bifurcated into media & entertainment, retail & e-commerce, BFSI, and healthcare & wellness. Based on platform type, the market is grouped into Desktop, Mobile, Tablet, and Cross-Platform. Based on region, the market is segmented into North America, Europe, Asia-Pacific, Latin America and the Middle East and Africa.

Driver of the Global Native Advertising Market

A significant factor driving the growth of the global native advertising market is the widespread shift towards content-focused marketing strategies. Brands are increasingly exploring formats that integrate seamlessly with editorial content, enhancing consumer engagement and building trust while reducing ad fatigue and the phenomenon of banner blindness. This transition transforms brand advertisements from mere interruptions into valuable content that resonates with users. Such trends are particularly prominent in sectors like e-commerce and finance, where providing educational content empowers consumers and opens avenues for improved conversion rates. Overall, this approach illustrates a profound change in how brands connect with their audiences effectively.

Restraints in the Global Native Advertising Market

One significant challenge facing the global native advertising market is the absence of standardized measurement metrics and disclosure regulations. This inconsistency leads advertisers and publishers to use diverse tracking methods, which can restrict the ability to evaluate campaign effectiveness comprehensively across different platforms. Furthermore, the indistinct distinction between editorial and sponsored content raises concerns among critics regarding transparency, which hinders trust and slows adoption within regulated markets. Without clearly defined rules and reliable metrics, the potential for native advertising to thrive and prove its impact remains constrained, presenting challenges for stakeholders aiming to maximize the effectiveness of their campaigns.

Market Trends of the Global Native Advertising Market

The Global Native Advertising market is witnessing a significant trend towards privacy-first contextual targeting, driven by the phasing out of third-party cookies and increasing regulatory clarity worldwide. As advertisers prioritize compliance, native advertising formats are gaining traction for their ability to integrate seamlessly with editorial content. Companies are heavily investing in AI-powered contextual engines that classify content in real time without depending on individual user data. This technological advancement is spurring innovation within the ad-tech industry and enhancing user trust, particularly in highly regulated markets such as the EU and Canada, aligning with the future growth expectations of the native advertising landscape.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Case Studies
• Customer Buying Behavior Analysis

Global Native Advertising Market Size by Content Format & CAGR (2025-2032)

• Market Overview
• In-Feed Native Ads
• In-Image Native Ads
• In-Video Native Ads
• Sponsored Content

Global Native Advertising Market Size by Platform & CAGR (2025-2032)

• Market Overview
• Closed Platforms
• Open Platforms
• Hybrid Platform

Global Native Advertising Market Size by End Use & CAGR (2025-2032)

• Market Overview
• Retail & eCommerce
• Media & Entertainment
• BFSI
• Healthcare
• Automotive
• Telecom & IT
• Travel & Hospitality
• Education
• Others

Global Native Advertising Market Size & CAGR (2025-2032)

• North America (Content Format, Platform, End Use)
  • US
  • Canada
• Europe (Content Format, Platform, End Use)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Content Format, Platform, End Use)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Content Format, Platform, End Use)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Content Format, Platform, End Use)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Taboola Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Nativo Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Outbrain Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• StackAdapt Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Yahoo Advertising
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• PubMatic
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MGID
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• SmartyAds
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Inanity
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Impact.com
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MediaGo (Baidu)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Weibo Ads
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• TikTok Pulse
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Aldila Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Fischer Sports Gmbh
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Topkey Corporation
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Dupont De Nemours, Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hexion, Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• SGL Carbon SE
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Toray Industries, Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations