Social spending as a share of the total will line up around 8% across Europe
Social network ad spending is continuing to grow robustly in Europe, eMarketer believes.
In Western Europe, eMarketer estimates, advertisers will spend $2.00 billion this year on paid advertising on social sites, up 21.4% over 2012 spending levels. That will bring social spending ot 7.1% of all paid digital ad spending, a figure eMarketer expects to rise to 8.4% by 2015, when spending growth will still solidly be in double digits.
In Central and Eastern Europe, spending levels are far lower and the market less mature, and eMarketer predicts a 53.8% increase in social network ad spending this year to $318.7 million. Growth will fall in coming years but remain strong, closely in line with rates expected for Western Europe. And social network ad outlays as a percentage of all digital ad spending will also be similar to the share in the rest of the continent.
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