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.