The native-social rush is on. BIA/Kelsey estimates that social ad spend will reach over $10 billion by 2017 and that up to 40% or more of those outlays will go to native ads. In the social context, we define native ads as ads that are seamlessly integrated into a user’s feed and are nearly indistinguishable from organic content.
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. LinkedIn is making major investments in its native strategy and Pinterest is piloting native ads on its platform.
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