Social ad spending growth to continue robust

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Chantilly, Va.—Social media ad spending will increase from $3.8 billion in 2011 to $9.8 billion by 2016, representing an annual growth rate of 21%, according to a report from media research company BIA/Kelsey. According to the company's "U.S. Local Media Forecast (2011-2016)," locally oriented social media ad expenditures will grow even faster, by 29.8% annually to $3.1 billion by 2016, or almost a third of the total social ad business. The majority of spending will be for display ads, the company said. Driving social ad growth is positive performance of these social ads, according to the company, informed by rich media and video in particular, as well as ad networks continuing to ease the way companies can start and manage their social campaigns.
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