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.