Global social network Ad spending: Rising tide
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Social network advertising is getting renewed attention in 2010. Ad spending on social destinations in the US will reach $1.7 billion this year and cross the $2 billion mark in 2011, according to eMarketer’s most recent forecast. In addition, spending is growing quickly outside the US. Worldwide, $4.3 billion will be spent on social networks in 2011, a 29% boost from this year’s expected $3.3 billion.
US Social Network Ad Spending, 2009-2011 (billions and % change)Key eMarketer Numbers: Worldwide Social Network Ad SpendingUS Social Network Ad Spending, 2009-2011 (billions and % change)US Online Advertising Spending, by Format, 2008-2012 (millions)US Online Advertising Spending Growth, by Format, 2008-2012 (% change)US Social Network Marketing Spending, by Segment, 2009-2015 (billions)US Local and National Social Network Marketing Spending, 2009-2015 (billions)US Social Media Sponsorship* Spending, 2009 & 2010 (millions and % change)US Social Media Sponsorship Spending, by Segment, 2009 (millions and % of total)Average CPM for Social Network Sites vs. All Internet Sites, May 2009-May 2010Top 25 Advertisers on Social Networks, Ranked by Total US Display Ad Impressions, Q1 2010 (millions)Social Networks in the Online Ad MixUS Social Network Ad Spending, 2009-2011 (billions and % of total US online ad spending)Marketing Budget Allocation According to US Marketing Executives, April 2010 (% of budget)Ad Channels New to US Razorfish Clients, 2009 (% of respondents)Worldwide Social Network Ad SpendingSocial Network Ad Spending Worldwide, 2009-2011 (billions and % change)Direct Social Media Revenues Worldwide, by Segment, 2010 & 2015 (billions and % change)Social Network Ad Spending Worldwide, US vs. Non-US, 2009-2011 (billions and % of total)Social Network Ad Spending Growth Worldwide, US vs. Non-US, 2009-2011 (% change)Ad Spending on Facebook, 2009-2011 (millions and % change)Net US Advertising Revenues at Top Portals, 2008-2011 (billions)Ad Spending on MySpace, 2009-2011 (millions and % change)Social Games and Social ApplicationsAd Spending on Social Games and Applications, 2009-2011 (millions and % change)US Social Gaming* Revenues, by Type, 2009 & 2012 (millions)Social Game Revenues Worldwide, 2008-2014 (millions)Type of Game/Environment for Which Internet Users in North America Have Purchased Virtual Goods, May 2010 (% of respondents)US Social Network Ad Spending, by Venue, 2009 & 2010 (millions and % of total)US Social Network Marketing Spending, by Segment, 2009-2015 (billions)US Local and National Social Network Marketing Spending, 2009-2015 (billions)Ad Channels New to US Razorfish Clients, 2009 (% of respondents)118037 | 118038 | 118039 | 118040 | 118041 | 118047 | 118048US Social Network Ad Spending, 2009-2011 (billions and % change)US Social Network Ad Spending, 2009-2011 (billions and % of total US online ad spending)Social Network Ad Spending Worldwide, 2009-2011 (billions and % change)Social Network Ad Spending Worldwide, US vs. Non-US, 2009-2011 (billions and % of total)Social Network Ad Spending Growth Worldwide, US vs. Non-US, 2009-2011 (% change)US Social Network Ad Spending, by Venue, 2009 & 2010 (millions and % of total)Key eMarketer Numbers: Worldwide Social Network Ad SpendingAd Spending on MySpace, 2009-2011 (millions and % change)Ad Spending on Facebook, 2009-2011 (millions and % change)Ad Spending on Social Games and Applications, 2009-2011 (millions and % change)US Social Network Ad Spending, 2009-2011 (billions and % change)Key eMarketer Numbers: Worldwide Social Network Ad SpendingUS Social Network Ad Spending, 2009-2011 (billions and % change)US Online Advertising Spending, by Format, 2008-2012 (millions)US Online Advertising Spending Growth, by Format, 2008-2012 (% change)US Social Network Marketing Spending, by Segment, 2009-2015 (billions)US Local and National Social Network Marketing Spending, 2009-2015 (billions)US Social Media Sponsorship* Spending, 2009 & 2010 (millions and % change)US Social Media Sponsorship Spending, by Segment, 2009 (millions and % of total)Average CPM for Social Network Sites vs. All Internet Sites, May 2009-May 2010Top 25 Advertisers on Social Networks, Ranked by Total US Display Ad Impressions, Q1 2010 (millions)US Social Network Ad Spending, 2009-2011 (billions and % of total US online ad spending)Marketing Budget Allocation According to US Marketing Executives, April 2010 (% of budget)Ad Channels New to US Razorfish Clients, 2009 (% of respondents)Social Network Ad Spending Worldwide, 2009-2011 (billions and % change)Direct Social Media Revenues Worldwide, by Segment, 2010 & 2015 (billions and % change)Social Network Ad Spending Worldwide, US vs. Non-US, 2009-2011 (billions and % of total)Social Network Ad Spending Growth Worldwide, US vs. Non-US, 2009-2011 (% change)Ad Spending on Facebook, 2009-2011 (millions and % change)Net US Advertising Revenues at Top Portals, 2008-2011 (billions)Ad Spending on MySpace, 2009-2011 (millions and % change)Ad Spending on Social Games and Applications, 2009-2011 (millions and % change)US Social Gaming* Revenues, by Type, 2009 & 2012 (millions)Social Game Revenues Worldwide, 2008-2014 (millions)Type of Game/Environment for Which Internet Users in North America Have Purchased Virtual Goods, May 2010 (% of respondents)US Social Network Ad Spending, by Venue, 2009 & 2010 (millions and % of total) Social network advertising is getting renewed attention in 2010. Ad spending on social destinations in the US will reach $1.7 billion this year and cross the $2 billion mark in 2011, according to eMarketer’s most recent forecast. In addition, spending is growing quickly outside the US. Worldwide, $4.3 billion will be spent on social networks in 2011, a 29% boost from this year’s expected $3.3 billion.
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Social network advertising is getting renewed attention in 2010. Ad spending on social destinations in the US will reach $1.7 billion this year and cross the $2 billion mark in 2011, according to eMarketer’s most recent forecast. In addition, spending is growing quickly outside the US. Worldwide, $4.3 billion will be spent on social networks in 2011, a 29% boost from this year’s expected $3.3 billion.
The company driving most of the growth is Facebook, where advertisers will spend close to $1.3 billion worldwide this year to reach the web giant’s more than 500 million users. In 2010, Facebook will receive half of all social network ad spending in the US and 39% of spending worldwide. At the same time, MySpace is diminishing in importance, with an expected $297 million in ad spending worldwide next year, down 14% from $347 million this year.
Twitter, which finally launched its ad business earlier this year, is incorporated into eMarketer’s forecast for the first time. Although worldwide ad spending on Twitter will be under $50 million in 2010, the potential for 2011 and beyond could be dramatic if it proves that its “resonance” model of measuring advertising effectiveness works.
Finally, online social games and applications are becoming a more important part of the mix. Advertising is not a primary revenue stream for game companies such as Zynga or Playdom, but their large audiences are drawing the interest of marketers. eMarketer expects such companies will attract $293 million in spending worldwide in 2011, up from $220 million in 2010.
Key questions this report answers:
What factors are driving growth in US and worldwide social network spending? Will Facebook continue to dominate? What role will Twitter play? Is MySpace still a social network? What are the advertising opportunities in social games?Social network advertising is getting renewed attention in 2010. Ad spending on social destinations in the US will reach $1.7 billion this year and cross the $2 billion mark in 2011, according to eMarketer’s most recent forecast. In addition, spending is growing quickly outside the US. Worldwide, $4.3 billion will be spent on social networks in 2011, a 29% boost from this year’s expected $3.3 billion.US Social Network Ad Spending, 2009-2011 (billions and % change)Key eMarketer Numbers: Worldwide Social Network Ad SpendingUS Social Network Ad Spending, 2009-2011 (billions and % change)US Online Advertising Spending, by Format, 2008-2012 (millions)US Online Advertising Spending Growth, by Format, 2008-2012 (% change)US Social Network Marketing Spending, by Segment, 2009-2015 (billions)US Local and National Social Network Marketing Spending, 2009-2015 (billions)US Social Media Sponsorship* Spending, 2009 & 2010 (millions and % change)US Social Media Sponsorship Spending, by Segment, 2009 (millions and % of total)Average CPM for Social Network Sites vs. All Internet Sites, May 2009-May 2010Top 25 Advertisers on Social Networks, Ranked by Total US Display Ad Impressions, Q1 2010 (millions)Social Networks in the Online Ad MixUS Social Network Ad Spending, 2009-2011 (billions and % of total US online ad spending)Marketing Budget Allocation According to US Marketing Executives, April 2010 (% of budget)Ad Channels New to US Razorfish Clients, 2009 (% of respondents)Worldwide Social Network Ad SpendingSocial Network Ad Spending Worldwide, 2009-2011 (billions and % change)Direct Social Media Revenues Worldwide, by Segment, 2010 & 2015 (billions and % change)Social Network Ad Spending Worldwide, US vs. Non-US, 2009-2011 (billions and % of total)Social Network Ad Spending Growth Worldwide, US vs. Non-US, 2009-2011 (% change)Ad Spending on Facebook, 2009-2011 (millions and % change)Net US Advertising Revenues at Top Portals, 2008-2011 (billions)Ad Spending on MySpace, 2009-2011 (millions and % change)Social Games and Social ApplicationsAd Spending on Social Games and Applications, 2009-2011 (millions and % change)US Social Gaming* Revenues, by Type, 2009 & 2012 (millions)Social Game Revenues Worldwide, 2008-2014 (millions)Type of Game/Environment for Which Internet Users in North America Have Purchased Virtual Goods, May 2010 (% of respondents)US Social Network Ad Spending, by Venue, 2009 & 2010 (millions and % of total)US Social Network Marketing Spending, by Segment, 2009-2015 (billions)US Local and National Social Network Marketing Spending, 2009-2015 (billions)Ad Channels New to US Razorfish Clients, 2009 (% of respondents)118037 | 118038 | 118039 | 118040 | 118041 | 118047 | 118048US Social Network Ad Spending, 2009-2011 (billions and % change)US Social Network Ad Spending, 2009-2011 (billions and % of total US online ad spending)Social Network Ad Spending Worldwide, 2009-2011 (billions and % change)Social Network Ad Spending Worldwide, US vs. Non-US, 2009-2011 (billions and % of total)Social Network Ad Spending Growth Worldwide, US vs. Non-US, 2009-2011 (% change)US Social Network Ad Spending, by Venue, 2009 & 2010 (millions and % of total)Key eMarketer Numbers: Worldwide Social Network Ad SpendingAd Spending on MySpace, 2009-2011 (millions and % change)Ad Spending on Facebook, 2009-2011 (millions and % change)Ad Spending on Social Games and Applications, 2009-2011 (millions and % change)US Social Network Ad Spending, 2009-2011 (billions and % change)Key eMarketer Numbers: Worldwide Social Network Ad SpendingUS Social Network Ad Spending, 2009-2011 (billions and % change)US Online Advertising Spending, by Format, 2008-2012 (millions)US Online Advertising Spending Growth, by Format, 2008-2012 (% change)US Social Network Marketing Spending, by Segment, 2009-2015 (billions)US Local and National Social Network Marketing Spending, 2009-2015 (billions)US Social Media Sponsorship* Spending, 2009 & 2010 (millions and % change)US Social Media Sponsorship Spending, by Segment, 2009 (millions and % of total)Average CPM for Social Network Sites vs. All Internet Sites, May 2009-May 2010Top 25 Advertisers on Social Networks, Ranked by Total US Display Ad Impressions, Q1 2010 (millions)US Social Network Ad Spending, 2009-2011 (billions and % of total US online ad spending)Marketing Budget Allocation According to US Marketing Executives, April 2010 (% of budget)Ad Channels New to US Razorfish Clients, 2009 (% of respondents)Social Network Ad Spending Worldwide, 2009-2011 (billions and % change)Direct Social Media Revenues Worldwide, by Segment, 2010 & 2015 (billions and % change)Social Network Ad Spending Worldwide, US vs. Non-US, 2009-2011 (billions and % of total)Social Network Ad Spending Growth Worldwide, US vs. Non-US, 2009-2011 (% change)Ad Spending on Facebook, 2009-2011 (millions and % change)Net US Advertising Revenues at Top Portals, 2008-2011 (billions)Ad Spending on MySpace, 2009-2011 (millions and % change)Ad Spending on Social Games and Applications, 2009-2011 (millions and % change)US Social Gaming* Revenues, by Type, 2009 & 2012 (millions)Social Game Revenues Worldwide, 2008-2014 (millions)Type of Game/Environment for Which Internet Users in North America Have Purchased Virtual Goods, May 2010 (% of respondents)US Social Network Ad Spending, by Venue, 2009 & 2010 (millions and % of total) Social network advertising is getting renewed attention in 2010. Ad spending on social destinations in the US will reach $1.7 billion this year and cross the $2 billion mark in 2011, according to eMarketer’s most recent forecast. In addition, spending is growing quickly outside the US. Worldwide, $4.3 billion will be spent on social networks in 2011, a 29% boost from this year’s expected $3.3 billion. Borrell Associates Inc.
Business Insights
comScore Inc.
eMarketer
Forbes Insights
Frank N. Magid Associates
PlaySpan
PQ Media, LLC
Razorfish
Screen Digest
ThinkEquity LLC
ZenithOptimedia
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