BII
Ad dollars follow eyeballs, and these days they are on social.
The increase in social-ad spending is driven by this continuously growing reach, particularly on mobile, better analytics and targeting, and performance. The rise of programmatic social platforms has also fueled growth.
New data>$4 from BI Intelligence>$4 finds that US social-media ad spend will top $8.5 billion this year and reach nearly $14 billion in 2018, up from just 6.1$ billion in 2013.
In the report and associated PowerPoint presentation, BI Intelligence looks at all the numbers and explores the drivers of social ad adoption.
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Here are some of the key takeaways:
- $4 It's up 40% this year and will top $8.5 billion, growing to nearly $14 billion in 2018, a five-year compound annual growth rate (CAGR) of 18%.
- Social media ad spend has reached the mobile-tipping point.>$4 Spending on mobile social-media ads, including mobile app-install ads, will surpass non-mobile spend by the end of this year in the US. $4, creating a $9.1 billion social-mobile market.
- Mobile app-install ads and programmatic buying are also growth drivers. >$4Analyses suggest that mobile app-install ads could account for anywhere from one-quarter to more than one-half of Facebook's mobile ad revenues.
- Social programmatic ad platforms are also growth engines.>$4 Spending on FBX, Facebook's programmatic platform, increased by 150% year-over-year globally during the second quarter of 2014, based on a sample of advertisers.
- Prices are increasing as performance and targeting improve>$4$4 even as ad loads stay steady on the established platforms. Facebook, for example, is not likely to increase the amount of in-feed native ads an average user will see.
- The market is expanding with the introduction of paid ad units at Pinterest and Instagram.>$4
In full, the report:
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