Yesterday, real-time conversation and social curation platform Livefyre announced the launch of its new social native advertising group which will help brands unify owned, bought and earned media to power marketing campaigns.
Livefyre will turn users’ Instagram photos, Tweets and Vines into promotional material, highlighting a brand’s social advocates to attract new customers and fans. Livefyre can integrate these native social ads into the over 250 premium publishers that use Livefyre’s social cloud platform, including AOL, CBS Interactive, Dow Jones/Wall Street Journal, News Corp and the Conde Nast family of magazine publications.
“Livefyre’s new social native advertising group addresses both scalability and content creation,” said Jordan Kretchmer, Founder and CEO of Livefyre. “Because Livefyre is already integrated with a network of over 250 premium publishers, we can instantly provide them with a scalable solution. Using social curation tools and interactive apps like real-time comments, ratings, and blogs, advertisers can automatically surface the highest quality conversations and content from brand advocates, and use that to promote their products without having to create content themselves.”
In the past, most publications monetized through traditional banner ads, but now native advertising is taking over. In a recent study by IPG Media Lab and Sharethrough, they found that people view native ads 53% more than traditional displays and after viewing them have an 18% higher purchase intent as compared to banner ads. Additionally, 13% are more likely to share native ads over regular banner ads.
It’s no wonder then, that eMarketer predicts advertisers will nearly triple what they spend on native advertising in the next five years. In 2012, marketers spent $1.6 billion on native ads—it’s projected they will spend $4.6 billion in 2017.
As an increasing number of marketers engage in native advertising, more and more platforms will start developing easy ways for them to do so. Livefyre has a few competitors its up against, but its social media curation functionality should set it apart from the rest.