With the increasing popularity of smartphones, more people are using their mobile devices to check their social accounts than their desktops. Smart marketers are taking advantage of this shift by increasing their spend to mobile marketing, and integrating their ads seamlessly into the social feeds of their target audiences with native advertising.
In the U.S. last year, more than $4.6 billion was spent on social media advertising, 35% of which was social native ads. It is predicted that by 2017, this figure will increase to nearly $11 billion, with social native advertising comprising 58% of the spending. In the more immediate future, 66% of agencies, and 65% of marketers, said that they are somewhat or very likely to spend on native advertising in the second half of the year.
In 2014, marketers and agencies will also be shifting their ad spending across media outlets. The majority will be increasing spend to mobile, social media, and digital advertising, while cable, broadcast, magazine, and national newspapers will see the steepest declines.
Phew, that’s some serious data, eh? Luckily, LinkedIn breaks these figures and forecasts down into the handy visual below. As you’re formulating and adjusting your budgets for the year, be sure to take these projections and tactics into account.