In the last quarter of 2011, Facebook saw its share of the overall online advertising up to 2.7 percent. Moreover, by the end of 2012, its share could boost up to 5 percent, according to a new report by Efficient Frontier, paidContent reported.
“As marketers improve their ability to acquire and engage Facebook fans, brands will continue to pump new budgets into Facebook to capitalize on the social network’s reach and the amount of time users spend there. The increased spend will help companies improve brand awareness and drive the customer lifecycle amongst fans and non-fans,” the report stated.
Efficient Frontier said this investment in social networks is “additive” to brands’ existing ad budgets and is not cannibalising other digital media platforms.
Also, mobile search made up 7 to 8 percent of all search advertising in the fourth quarter, up greatly from 2 percent in the same period in 2010. The boost was driven by the proliferation of tablets, which account for half of mobile search ad spending now, according to the report.
Overall search spending grew 14 percent in the U.S. and 19 percent in the UK during the fourth quarter, while impression costs for search advertising dropped 5 percent across the board, with more marketers shifting their budgets to the less expensive mobile media, paidContent reported.
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