The Native Ad Rush Is On: Social Media Budgets Are Pouring Into In-Stream Ads
Cooper Smith
Nov 5, 2013, 18:30 IST
BI Intelligence
Depending on who you talk to, native advertising has many definitions. In the context of social media, we define native advertising as: Ads that are seamlessly integrated into a user's feed and are nearly indistinguishable from organic content.
We have explained in recent reports why businesses and brands should adopt native advertisements, which are more elegant and effective than traditional ad formats like banners.
For a new report on the native-social ads rush, BI Intelligence spoke to leaders in the native advertising space, including major ad buyers, investors in up-and-coming social media networks like Pinterest, and social media analytics experts to understand the forces driving the stampede into native-social advertising. We examine the top formats, dig into Facebook's suite of native ad products, and look at how effective native-social ads can be.
In-stream native ads look, feel, and function seamlessly across mobile and PC, which is precisely what brands want, as they seek to build cross-device campaigns.
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.
We believe image- and video-sharing networks such as Pinterest, Vine, and Snapchat will soon be offering some of the most effective types of native ads, centered on pictures. Photos are the most shared type of content on the Web; 43% of global Internet users have shared a photo in the past month.
Next