The 2017 Social Media Native Advertising Landscape

For brands out there specifically looking to beef up your paid social media gravitas, consider this article your most complete vendor resource.
Social media native

Chad PollittBy Chad Pollitt 
VP of Audience and Partner, Native Advertising Institute
Indianapolis, USA
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In January of this year I set out to do something that nobody has yet done – map out the entire global native advertising technology landscape. This turned out to be more challenging than originally thought.

The research led me to create eleven categories for native advertising – two of which, ‘Social Media’ and ‘Social Media Native Ad Management’ are featured below.

For brands out there specifically looking to beef up your paid social media gravitas, consider this article your most complete vendor resource.

In total, the landscape contains nearly 300 technology vendors which help facilitate, optimize and/or track native advertising. For brands out there specifically looking to beef up your paid social media gravitas, consider this article your most complete vendor resource.

For a platform to be considered native, it had to adhere to one condition – it must offer paid advertising where the ad content matches the form, feel and function of the non-paid material of the medium on which it appears.

For example, display advertising on Facebook is not native advertising, however, in-feed units are.

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 Native Advertising Technology Landscape

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2017 Native Advertising Technology Landscape Infographic (1200 dpi JPEG)

2017 Native Advertising Technology Landscape Infographic (PDF)

 

The 2017 Social Media Native Advertising Landscape | Social Media Today

Since publishing the entire native advertising technology landscape a few dozen companies have communicated to us that they were left off. These vendors have been added to the list and will be included in future renditions and are featured here.

If you notice any vendors or networks missing please leave a comment below so I can update my list for the future.

Social Media

The 2017 Social Media Native Advertising Landscape | Social Media Today

This was one of the easiest categories to research. It includes all of the usual suspects, along with a few not-so-usual ones. The list is likely missing some international social media platforms I’m not familiar with – if you know of any that do native advertising in some way, shape or form let us know.

  1. BigOven – Native advertising that reaches the household decision maker throughout the cooking cycle
  2. Digg – In-feed sponsored content units
  3. Facebook – In-feed sponsored content units
  4. Foursquare – Geo-location mobile units
  5. Kik – Messaging app geared toward millennials offering promoted chats
  6. LinkedIn – In-feed sponsored content units
  7. Twitter – In-feed sponsored content units
  8. Imgur – World’s largest image-sharing community. Promoted posts.
  9. Instagram – In-feed sponsored content units
  10. Medium – Long-form native advertising units. Added after the infographic was published.
  11. Reddit – In-feed sponsored content units
  12. Snapchat – In-feed sponsored content units
  13. Tumblr – Long-form native advertising units. Creatrs content studio.
  14. SlideShare – In-feed sponsored content units
  15. Pinterest – In-feed sponsored content units
  16. YouTube – TrueView video
  17. StumbleUpon – In-feed sponsored content units
  18. Quora – Brand-sponsored questions – still in beta
  19. Tango – A chat app and social network with native advertising options
  20. Xing – A professional network similar to LinkedIn. Very popular in Germany, Switzerland and Austria. Added after the infographic was published.

Social Media Native Ad Management

The 2017 Social Media Native Advertising Landscape | Social Media Today

This list of vendors has sprouted up around the above social media networks. Many do both search and social advertising, but to make this list they had to at least do native social.

Some are very specific to a single social network, while others tackle several of them at once. These tools help marketers scale, optimize and measure paid social media native.

  1. 4C – Social media advertising platform
  2. AdEspresso – Facebook and Instagram advertising platform
  3. AdGlow – Social media advertising platform
  4. Adlucent – Facebook and Instagram advertising platform. Search advertising.
  5. AdParlor – Social media advertising platform
  6. adQuadrant – Facebook and Instagram only
  7. AdStage – Social media and search advertising platform
  8. Ahalogy – Platform for delivering native advertising on Pinterest, Facebook and Instagram. Available for select publishers, too.
  9. Ampush – Social media advertising platform
  10. Automate Ads – Social media and search advertising platform
  11. Balihoo – Facebook and search advertising platform
  12. Bounce Exchange – Social media and search advertising platform
  13. Catvertiser – Facebook advertising platform
  14. Evocalize – Social media advertising platform
  15. Facelift – Social media advertising platform
  16. Funnely – Facebook advertising platform
  17. Kenshoo – Social media and search advertising platform
  18. Marin Software – Social media and search advertising platform
  19. MyLikes – Social media advertising platform
  20. Nanigans – Social media advertising platform
  21. Pagemodo – Facebook advertising platform
  22. Perion – Social media distribution.  Ad unit (native/non-native) contextualization tool for publishers.
  23. Polygraph – Social media advertising platform
  24. Qwaya – Facebook advertising platform
  25. Refinedads – Facebook and search advertising platform
  26. ReFUEL4 – Facebook and Instagram advertising platform
  27. Seevibes – Social media advertising platform
  28. Sidecar – Facebook and search advertising platform
  29. Smartly – Facebook and Instagram only
  30. Sprinkler – Enterprise social media platform. Includes native advertising
  31. Social Ads Tool – Facebook advertising platform and managed service
  32. Social Code – Enterprise social media advertising platform
  33. SocialFlow – Organic and paid social media distribution
  34. StitcherAds – Social media advertising platform
  35. Upcast – Facebook advertising platform
  36. Wordstream – Facebook native advertising and paid search platform

According to AdYouLike, total native advertising spend is expected to reach $59 billion next year globally. Up to 60% of that spend will be on social media networks like the ones described above.

If you’re not already familiar with this ecosystem I recommend bookmarking this article. The future is native and there’s no turning back.

Join our global community of native advertising insiders – sign up for the Native Advertising Institute Newsletter

This article was originally published on Socialmediatoday.com.

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