Segal said using social media will continue to be a strong trend in the second half, as b-to-b marketers look for ways to engage customers. “Everybody is gaga about social media,” he said. “It is still quite the frontier in many ways.” Last month, gyro launched a social media campaign called “Back2Scratch” for client Hobart Corp., which makes industrial kitchen equipment. The campaign features a contest in which professional bakers and consumers can vote for their favorite dishes baked from scratch, with Buddy Valastro, star of “Cake Boss,” judging the contest. The campaign involves heavy use of social media and has already signed up about 200 businesses and institutions—and more than 300 Twitter followers. It will continue in the second half, with added functionality on the Back2Scratch.com website. Recent ad forecasts show Internet spending leading ad growth this year. In a report published last month, ZenithOptimedia projected total U.S. ad spending will increase 2.5% this year over last, while U.S. Internet ad spending is expected to be up 13.7%. By 2013, the Internet will surpass newspapers as the second-largest global ad medium, trailing only television, ZenithOptimedia predicted. Also last month, research firm eMarketer released a report forecasting total U.S. ad spending will reach $154.6 billion this year, up just 1% from last year. U.S. online ad spending will total $28.5 billion this year, comprising 18.4% of total spending, eMarketer projected. Advertising on social networking sites will exceed $3 billion, up 55% over last year, according to eMarketer.