According to a report published recently by eMarketer, the amount of Facebook advertising spend doubled last year. The report confirms that online advertising in the US is set to overtake print for the first time in 2012, whilst in the UK online spend has grown consistently (up 13.5% in the first half of 2011).
The most interesting growth figures have come from what’s happening around social media advertising. Whilst brands are still only spending a relatively small proportion of their online advertising budget on social media (mainly Facebook) at around 2.7% of total online spend, the budgets are noticeably growing. In 2012 Facebook advertising is expected to make up 5% of total online spend – and what’s more it’s reported that brands aren’t eating into their online budget to fund Facebook campaigns, instead they are finding separate budgets.
Scott Winstanley, Head of Digital for Digital Marketing Agency Parker Sandford, commented on the report saying: “This report has made really interesting reading. We’ve known for some time that brands are focused on Facebook fan acquisition however the report suggests a real shift towards meaningful engagement with those fans rather than simply collecting numbers. It’s so important for brands to keep improving their engagement strategies and to develop creative and dynamic campaigns that keep their fans interacting with the brands facebook page, by doing so Facebook advertising will deliver considerable ROI.”
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