SOCIAL NATIVE ADVERTISING MORE THAN A FAD

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While not a new concept, over the past year, the term “native advertising” evolved from a simple industry buzzword into a complex, frequently debated advertising strategy being proclaimed as the future of digital. More recently, however, the buzz has shifted from native advertising in general to native advertising in social media. In the context of social media, native advertising is defined as ads that are seamlessly integrated into a user’s feed and are nearly indistinguishable from organic content. Social native advertising is also not an emerging concept, so why all the hype now?

Social native advertising has become such a huge trend for a reason: It drives results. Twitter started the native-social ad trend with Promoted Tweets in early 2010. The social network is now among the most influential voices in arguing that TV and digital ad spend can work hand-in-hand. On Facebook, native ads in the News Feed generate 49 times higher click-through rates and a 54% lower cost-per-click than traditional placements in the right-rail sidebar.

Native social advertising is here to stay. In fact, it is expected to grow from a $1.6 billion market in 2012 to $4.6 billion by 2017, according to research firm BIA/Kelsey. This would equate to over 40% of social media ad spend being concentrated on native.

Source: The Native Ad Rush Is On. (November 5, 2013). Business Insider.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros dkachiros@gmail.com dkachiros.com 214-596-8468

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