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Published by Leonardo Calcagno
One of the fastest growing trends in advertising is native advertising. Research firm BIA/Kelseyestimates native advertising on social media alone will grow to $5B in 2017, from $3.1B this year. The reason for the fast growth is the reported effectiveness of native ads in engaging users.
A 2013 study done by Sharethrough found that consumers looked at native ads 53% more frequently than display ads. The study also found that native ads resulted in an 18% lift in purchase intent than banner ads and 32% of respondents said they would share a native ad with a friend or family member while only 19% said the same for display ads.
Native advertising is a big opportunity for local businesses and advertisers, as well as national advertisers, to create additional revenue streams. But there are both pros and cons and unique best practices for using and creating native ads. Continues marketingland.com