Mobile and Social Use to Drive Native Ad Investment

Native advertising is set to grow this year. Even the New York Times is now selling this form of ad space to marketers.  According to Jason Miller who posts informative marketing articles on Linkedin, native, mobile and social media fit together in ways that make reaching consumers much socialnetworkusereasier for enterprises.

Tech advancements mean that U.S. marketers will likely spend $13.1 billion on mobile this year, a number that accounts for 27% of all digital ad spending. In addition, about $2.85 will be spent on social display while $4.3 billion will be spend on social native  this year. That’s a 21% increase for social display and a 16% increase in native when compared to 2013 levels. (data from BIA/​Kelsey). These native ads will stream in the social feed along with other updates from friends and family members and users won’t be able to avoid seeing them.

Miller cites compelling statistics in making his case for marketer interest in social and mobile and the desire to go native. He notes that mobile page views are rapidly increasing across the web. And, a significant portion of consumer media time is spent on mobile devices, with 17% of that time going to social media. That amount of time is appealing to marketers who want to be noticed.

The following percentages of marketers, along with their agencies, will increase spending on specific media formats this year:

  • Mobile 64%
  • Social 47%
  • Digital 51%
  • Advanced TV 34%
  • Cable 27%
  • Broadcast  24%
  • Magazines 18%
  • Print 10%

The huge interest in mobile and social proves Miller’s point. These formats allow marketers to get closer to and more personal with consumers than ever before, especially when they add native to the mix.

What’s your opinion on native advertising? Will it influence consumers to buy more from marketers, especially from those enterprises that push their messages into social feeds?

 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.