Social network ad revenues rising worldwide
Thanks to Facebook, social networks are steadily increasing their share of total online ad spending in the US. In 2011, 10.8 percent of all the US online ad spending will go to social networks. In 2012, the share of spending going toward social destinations is expected to rise to 12.1 percent.
By 2012, markets outside the US will account for more than half of social network ad spending. This shift will come as Facebook increases its global footprint and improves monetization in developing markets.
Homegrown social networks in Russia, China and Japan - where Facebook has not yet penetrated - will also continue to see growth in usage and ad spending, said the research firm.
In addition, in some countries, such as Japan and China, mobile is the predominant way to access social networks. As mobile advertising becomes more sophisticated, the research firm expects more ads to funnel into mobile versions of social networks.
Debra Aho Williamson, principal analyst at eMarketer, said: â€œMajor marketers are integrating social media into their overall marketing programs. As they do so, advertising in social destinations is becoming a more logical part of their plan.
â€œThe skepticism of a few years ago has faded; large brands are allocating more marketing budget to social media than ever before, and their social network ad spending is also rising. Two categories of advertisers are emerging: major brand marketers that increase budgets gradually, and performance advertisers that spend heavily and bring extensive search marketing expertise.â€
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