Chantilly, Va.—Spending on native social advertising in the U.S. will reach an estimated $2.4 billion this year, up 71.4% over last year, according to a new report from BIA/Kelsey. According to the report, "U.S. Social Local Media Forecast," social display advertising will reach an estimated $4.3 billion this year, up 48.3% over last year. "Display remains the most prevalent form of social advertising throughout our forecast," said Jed Williams, VP-consulting, BIA/Kelsey, in a statement.

"At the same time, native advertising formats are quickly emerging as alternatives to display that can generate better engagement and performance. The rapid growth in native is further accelerated by the widespread usage of social networks on mobile devices." By 2017, spending on native social advertising will reach $5.0 billion, making up 42.4% of all social media spending, according to the report.