SOCIAL-MEDIA ADVERTISING: The Rush Into Social Is On, Led By Spending On Mobile And Programmatic

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.

from 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.

Here are some of the key takeaways:

• 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%.
• 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. , creating a $9.1 billion social-mobile market.
• Analyses suggest that mobile app-install ads could account for anywhere from one-quarter to more than one-half of Facebook's mobile ad revenues.
• 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.
• , 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.
• 
  

In full, the report:

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