Social media matures with added players, new metrics


By Published on .

Most Popular

Last year was also marked by a maturing of advertising on social sites: Facebook overtook Yahoo in display ad revenue on the strength of its Sponsored Stories and other ad units; Twitter expanded its Promoted Tweets advertising program to show ads from companies that are not being followed by users; and LinkedIn pay-per-click ads debuted. According to a study by local market research and consulting company Borrell Associates, social ad spending among all companies in the U.S. will rise from $8.0 billion last year to $9.7 billion this year, $13.1 billion in 2013 and $24.4 billion by 2016. Borrell Associates sees social advertising embraced in particular by small, local companies, two-thirds of which advertise on social sites. “All advertisers want is results,” said Gordon Borrell, CEO of Borrell Associates, whose study was based on an online survey that ran from January through August and attracted 4,271 respondents. “They want people in the door, whatever it takes to make it happen. Small businesses in particular are deeply trained to expect results.”

In this article: