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Social Network Marketing:
Slow Growth Ahead for Ad Spending
Despite the launch of new ad formats, US social network ad spending will fall short of the $1.4 billion eMarketer projected for the category earlier this year—reaching $1.2 billion in 2008, and rising to only $1.3 billion in 2009.
The Social Network Marketing report analyzes why marketers have been unable to crack the code of social network advertising.
The declining US economy and slower-than-expected revenue growth at MySpace are two reasons for the lowered near-term social network ad forecasts.
Advertising is not the only way for marketers to participate in social networks, however.
Although social network advertising—banners, search ads and new ad formats—is not growing as expected, other forms of social network marketing—encompassing tactics such as customer communities and influencer outreach—are proliferating.
Marketers still need to be where their customers are, and consumers remain heavily involved in social networks.
Key questions the “Social Network Marketing” report answers:
- How much will marketers spend to advertise on social networks in 2009 and beyond?
- What role do social networks play in the marketing mix?
- How do marketers view social networks?
- How do consumers feel about social network advertising?
- And many others…
eMarketer Reports—On Target and Up to Date
The Social Network Marketing report aggregates the latest data from marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.
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Despite the launch of new ad formats, US social network ad spending will fall short of the $1.4 billion eMarketer projected for the category earlier this year—reaching $1.2 billion in 2008, and rising to only $1.3 billion in 2009.
Executive Summary
 US Online Social Network Advertising Spending, 2008-2013 (millions and % change)
Key Questions
The eMarketer View
Key eMarketer Numbers-Social Network Marketing
Spending Forecast Reduced
Conflicted Marketers
Market Trends
Social Network Ad Spending
US Online Social Network Advertising Spending, 2008-2013 (millions and % change)
US Online Social Network Advertising Spending, 2008-2013 (billions and % of total online ad spending)
US Online Social Network Advertising Spending, by Venue, 2008 & 2009 (millions and % of total)
MySpace
Fox Interactive Media Revenues, by Quarter, Fiscal 2008* (millions and % change**)
Facebook
Other Social Networks
Widgets and Applications
Comparative Estimates
US Emerging Media Advertising Spending, by Media, 2006-2009 (millions)
US Emerging Media Advertising Spending Growth, by Media, 2007-2009 (% change)
US Advertising Spending, by Media, 2006-2010 (millions)
Social Media Spending Trends
US Online Advertising Spending Growth, by Format, 2008-2013 (% change)
Change in Marketing Spending According to US Marketers, by Tactic, September 2008 (% of respondents)
Change in Online Marketing Budget According to US Marketers, by Tactic, 2009 (% of respondents)
Marketing Tactic that US CMOs Would Cut First, October 2008 (% of respondents)
Marketing Tactic* that US CMOs Would Start Using to Compensate for Budget Cuts in Other Areas, October 2008 (% of respondents)
Change in Percent of Total Advertising and Promotion Budget Devoted to Social Media Marketing in the Next Year According to US Marketing Executives, October 2008 (% of respondents)
Percent of Total Advertising and Promotion Budget Devoted to Social Media Marketing According to US Marketing Executives, October 2008 (% of respondents)
Social Networks in the Marketing Mix
Usage
Comparative Estimates: US Marketers Who Use Social Network Marketing, 2007 & 2008 (% of respondents)
Social Media Used by US Companies, 2007 & 2008 (% of respondents)
Online Marketing Tools Used by US B2B Marketers, 2008 (% of respondents)
Emerging Technology Priorities this Year Among US Online Retailers, August 2008 (% of respondents)
US CMOs' Interest in Incorporating Select Social Media into Their Marketing Plans, October 2008 (% of respondents)
Benefits and Challenges
Main Benefits of Using Social Media Marketing According to US Marketing Executives, October 2008 (% of respondents)
Preferred Social Media Site for Driving Brand Growth According to US Marketers, October 2008 (% of respondents)
Barriers to Social Media Investment According to US CEOs, September 2008 (% of respondents)
Ways that US Marketing Executives Measure the Effectiveness of Social Media Marketing Efforts, October 2008 (% of respondents)
Frequency with Which US Marketing Executives Are Able to Measure ROI of Social Media Marketing Efforts, October 2008 (% of respondents)
Case Studies
The Consumer Viewpoint
Social Networking Site Users in Select Countries, September 2007 & September 2008 (% of Internet users)
Fastest-Growing Social Networking Sites in the US, September 2007 & September 2008 (thousands of unique visitors and % change)
Top 20 Facebook Pages, Ranked by Facebook Users* Worldwide, September 2, 2008
Methods by Which Active* Adult Internet Users Worldwide Share** Opinions Online About Products and Services, 2008 (% of respondents)
US Connected Consumers Who Think Brands Should Advertise on Social Media Sites, June 2008 (% of respondents)
US Connected Consumers Who Have Made a Purchase Based on a Recommendation Gotten Through a Social Media Site, June 2008 (% of respondents)
Extent that Companies Should Have a Presence in Social Media* According to US Adult Social Media Users, by Gender, September 2008 (% of respondents in each group)
Online Methods Used to Access Information About Brands* According to Young Adult Internet Users in the US and Worldwide, June-July 2008 (% of respondents)
US Internet Users Who Have Purchased due to Receiving Marketing Messages, by Age and Channel, February 2008 (% of respondents in each group)
Conclusion
Endnotes
100080 | 100079 | 100081 | 100082
US Online Social Network Advertising Spending, 2008-2013 (millions and % change)
Key eMarketer Numbers-Social Network Marketing
US Online Social Network Advertising Spending, 2008-2013 (billions and % of total online ad spending)
US Online Social Network Advertising Spending, by Venue, 2008 & 2009 (millions and % of total)
099567
US Online Advertising Spending Growth, by Format, 2008-2013 (% change)
100274
Comparative Estimates: US Marketers Who Use Social Network Marketing, 2007 & 2008 (% of respondents)
099243 | 099246
US Connected Consumers Who Think Brands Should Advertise on Social Media Sites, June 2008 (% of respondents)
US Connected Consumers Who Have Made a Purchase Based on a Recommendation Gotten Through a Social Media Site, June 2008 (% of respondents)
Related Information and Links
Related Links
Contact
Report Contributors
Despite the launch of new ad formats, US social network ad spending will fall short of the $1.4 billion eMarketer projected for the category earlier this year—reaching $1.2 billion in 2008, and rising to only $1.3 billion in 2009.
Association of National Advertisers (ANA)
Burson-Marsteller
comScore Inc.
Cone
Direct Marketing Association (DMA)
eMarketer
eMetrics Marketing Optimization Summit
Epsilon
ExactTarget
Facebook
Forrester Research
Gilbane Group, Inc.
Interactive Advertising Bureau (IAB)
Internet Retailer
JupiterResearch
MAGNAGLOBAL
Manning Selvage & Lee (MS&L)
Marketing Executives Networking Group (MENG)
MarketingSherpa
Millward Brown
Myers Publishing LLC
NetPlus Marketing
News Corporation
Nielsen Online
Opinion Research Corporation
PROMO magazine
Prospero Technologies, LLC
Razorfish
Sagefrog Marketing Group LLC
Synovate
Universal McCann
University of Massachusetts Dartmouth Center for Marketing Research
Vovici Corporation
William Blair & Company
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