Mobile Advertising Via Social Media to ‘Explode’ This Year

The only thing ballooning faster than mobile advertising budgets is the typical mobile advertiser’s interest in social media. As a result, brands are poised to continue investing in Facebook advertising and focusing on fan acquisition. According to Efficient Frontier, a leading performance marketing firm, spend in social media advertising is now additive to existing budgets …   Read More

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The only thing ballooning faster than mobile advertising budgets is the typical mobile advertiser’s interest in social media. As a result, brands are poised to continue investing in Facebook advertising and focusing on fan acquisition.

According to Efficient Frontier, a leading performance marketing firm, spend in social media advertising is now additive to existing budgets rather than subtracting from other digital media channels, demonstrating the growing investment in the medium.

Brands continued to acquire Facebook fans at 9% per month. Facebook spend share reached 2.7% of biddable online advertising spend in Q4 2011 and is expected to increase fan base by 2x by the end of 2012.

The research from Efficient Frontier shows that search spend increased significantly in Q4 of 2011, bolstered by aggressive spending by retailers. Overall, search spend grew 14% Year over Year in the United States.

“Facebook continues to be where marketers are placing new bets by adding advertising spend with a focus on fan acquisition,” said David Karnstedt, President and CEO of Efficient Frontier. “Mobile search advertising is also an area of significant investment, growing to 7-8% from 2% a year ago. We should expect both channels to grow significantly in 2012.”

To download the full report from Efficient Frontier, click here.

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4 comments

  1. Lopez Research

    We couldn't agree more, Michael. We also agree with the comments made by Jamie. Mobile is increasingly important. It's only natural that social media accompanies this growth as social media is being accessed on mobile devices more and more.

  2. logo items

    We've all seen how social media exploded into the scene. I think it's only a matter of time before everything is found in social media. Actually, if you try to see nowadays, almost all business have a facebook page. It also makes the playing field level for new companies to compete with their bigger counterparts.

  3. branded items

    I couldn't agree more with the research from Efficient Frontier. Social media is and will continue to be the favorite avenue for online marketing. With its fan base steadily growing worldwide, which translates to an infinite number of consumers, no wonder it's a favorite avenue for marketers.

  4. Jamie Turner

    Thanks for the great info, Michael.

    As you mention in the post, mobile search is growing at a rapid pace. In "Go Mobile," a book I wrote with Jeanne Hopkins from HubSpot, we make a point that mobile search is currently under-utilized by most businesses.

    The bottom line: If you're in business, there's a big opportunity with mobile paid search because keyword prices are still low. Jump on it now before your competitors do.

    Great article. Thanks.

    — Jamie Turner
    Co-Author, Go Mobile

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