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Native advertising is about to flood the airwaves.

Major TV networks are preparing to woo advertisers as part of their annual upfront presentations, according to International Business Times.

This is not a new process, but this year will be different because the television shows on those networks will be writing storylines around the products the advertisers are trying to sell.

And if successful, it would mean that the only way to avoid the product placement would be to stop watching the show altogether.

“TV is definitely cycling back to the way things were in the beginning,” David Bushman, the curator for television at the Paley Center for Media in New York, told IBT. “Advertisers are coming up with new and different ways of being escape-proof, so you can’t fast-forward through them. Even binging or streaming, you’re not avoiding it.”

This might make the casual viewer roll his or her eyes, but advertisers and networks are embracing this strategy because it's effective.

Nielsen, the famous media research giant that reports television viewing statistics, released a study in October that revealed viewers who saw a product in an episode of a television show and subsequently saw an ad for that product remembered the product better and more fondly.

These native ads — or ads that take on the look and feel of the content surrounding them — are taking over digital advertising, as well.

By 2021, native display ad revenue in the US, which includes native in-feed ads on publisher properties and social platforms, will make up 74% of total US display ad revenue, up from a 56% share in 2016, according to new BI Intelligence estimates based off historical data from the Interactive Advertising Bureau (IAB) and PwC, as well as IHS.

The rapid uptick in native's share of display ad revenue can largely be attributed to the dominance of social platforms like Facebook and Twitter — which were early champions of native and rely almost entirely on native formats — as well as the introduction of new programmatic technologies that are making it easier for publishers and advertisers to scale native campaigns.

Margaret Boland, research analyst for BI Intelligence, Business Insider's premium research service, has compiled a detailed report on native advertising that breaks out native ads into three categories: social native, native-style display, and sponsored content (also referred to as premium native). It provides forecasts for how revenues from these formats will grow over the next five years and looks at what factors, in particular, are driving up spending on each of these ad units. As a note, because revenues from these three types of native content can overlap, it does not provide an overall native forecast. Finally, it lays out some of the challenges that face properties that rely on native ads, namely ad frequency and scalability issues.

BII

Here are some key takeaways from the report:

Native-display ads, including social native and native ads in-feed on publisher websites, will make up the bulk of native ad revenue from 2016-2021. Native display ad revenue in the US will rise at a five-year compound annual growth rate (CAGR) of 17% during this time period to eclipse $36 billion. The rise of native video ads, particularly on social platforms, will be one of the main drivers of this growth.

Social platforms generate most of their revenue from native ads and will continue to dominate overall native ad spending through 2021. The dominance of social platforms like Facebook, Instagram, Twitter, and Snapchat on mobile devices, where the entire experience is within a feed, will help propel social's contribution to overall native ad revenue through 2021.

Sponsored content, which is categorized separately from native-display due to the direct relationship between publishers and brands in creating the format, will be the fastest-growing native format over the next five years. However, the high cost to produce these ads and the limitation in inventory will limit the format.

In full, the report:

Forecasts US native ad revenue growth from 2016-2021 through three separate forecasts: native-style display, social, and sponsored content.

Identifies the major drivers of native ad revenue growth.

Discusses key players within each category that are contributing to the rise of native.

Presents some of the challenges of wide-spread native adoption with BuzzFeed as a prime example.

Lays out future opportunities for native ads, including virtual reality, messaging apps, and TV.

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The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of native advertising.