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Social Network Ad Spending:
2010 Outlook
2009 will end with major shifts in social network advertising spending. Facebook, at 350 million users worldwide, is the premier destination for marketers in the US and many worldwide markets. It will surpass its former rival, MySpace, in ad revenues in 2010. In total, marketers will spend $2.2 billion to advertise on social networks worldwide in 2009, with $1.2 billion in spending in the US. In 2010, Facebook will account for nearly one-quarter of all social network ad spending worldwide, up from 20% in 2009.
Marketers will continue to make social networks a priority for 2010, but a significant portion of their spending will go toward building and maintaining a social network presence. Paid social network advertising will remain somewhat of an afterthought. As more marketers use social networks, they will seek to incorporate them into the rest of their marketing. That means 2010 will be a year in which social network advertising will intersect with other kinds of advertising. Concepts such as earned media (the additional unpaid exposure a brand gets when consumers share about the brand online), local social advertising, social search and social ad networks will be key themes next year. 
Key questions this report answers: - How much money are marketers spending for paid advertising in social networks?
- What percentage of marketers use social network marketing?
- Why is the concept of earned media important?
- How will social networks affect local advertising?
- Where do social and search intersect?
- Will social ad networks deliver results?
2009 will end with major shifts in social network advertising spending. Facebook, at 350 million users worldwide, is the premier destination for marketers in the US and many worldwide markets. It will surpass its former rival, MySpace, in ad revenues in 2010. In total, marketers will spend $2.2 billion to advertise on social networks worldwide in 2009, with $1.2 billion in spending in the US. In 2010, Facebook will account for nearly one-quarter of all social network ad spending worldwide, up from 20% in 2009.
Executive Summary
 US, Non-US and Worldwide Online Advertising Spending on MySpace and Facebook, 2009 & 2010 (millions and % change)
Key Questions
The eMarketer View
Key eMarketer Numbers-Social Network Ad Spending
US and Worldwide Social Network Ad Spending
US Online Social Network Advertising Spending, 2008-2011 (millions and % change)
US Online Social Network Advertising Spending , 2008-2011 (millions and % of total US online ad spending)
US, Non-US and Worldwide Online Advertising Spending on MySpace and Facebook, 2009 & 2010 (millions and % change)
US Online Social Network Advertising Spending, by Venue, 2009 & 2010 (millions and % of total)
Comparative Estimates: US
US Online Advertising Spending, by Format, 2008-2011 (millions)
US Online Advertising Spending Growth, by Format, 2008-2011 (% change)
US Interactive Marketing Spending, by Format, 2009-2014 (millions)
US Display Advertising Spending on Top Social Networking Sites*, August 2008-August 2009
US Display Advertising Spending on Top Social Networking Sites*, by Industry, September 2008-August 2009 (thousands and % share)
US Online Display Advertising Spending on Leading Social Networks*, by Industry, August 2008 & August 2009 (thousands and % change)
Comparative Estimates: Facebook and MySpace
Fox Interactive Media Online Advertising Revenues Worldwide, by Format, 2008-2011* (millions and % change)
Leading Social Networks, Ranked by US Online Advertising Revenues, 2009 & 2010 (millions, % change and % share)
Worldwide
Online Social Network Advertising Spending Worldwide, 2008-2011 (millions and % change)
Online Social Network Advertising Spending Worldwide, US vs. Non-US, 2008-2011 (millions and % of total)
Online Social Network Advertising Spending Growth Worldwide, US vs. Non-US, 2008-2011 (% change)
Top Social Networking Websites in Select Countries in Asia-Pacific, Ranked by Audience Reach, August 2009
Internet Users in Select Countries Who Have Created a Social Network Profile, 2006-2009 (% of respondents)
Marketer Usage
Marketing Tactics Included in the 2010 Plans of US Media Planners (% of respondents)
Marketing Tactics US Marketers Plan to Increase in Their 2010 Marketing Mix (% of respondents)
Change in Online Marketing Spending in 2010 According to US B2B Marketers, by Format (% of respondents)
Change* in Use of Select Marketing Tactics This Holiday Season According to US Online Retailers, September-October 2009 (% of respondents)
Importance of Social Media* for Their Business According to US Companies, 2007-2009 (% of respondents)
Marketing Budget Change According to US Marketing Managers, by Tactic, June-August 2009 (% of respondents)
Most Effective Way to Communicate with Current Customers According to US Marketing Managers, June-August 2009 (% of respondents)
Themes for 2010
The Role of Earned Media
Leading Content Categories, Ranked by Share of Total US Display Ad Impressions, July 2009 (% of total)
Top 10 US Social Networking Sites, Ranked by Total Display Ad Views, July 2009
The Local Opportunity
US Local Advertising Spending, Digital vs. Traditional, 2008-2013 (billions)
US Local and National Online Advertising Spending, 2008-2013 (billions)
2009 Usage of Online Marketing Tactics by US Small Businesses (% of respondents)
Planned Change in Online Marketing Spending in 2010 by US Small Businesses, by Tactic (% of respondents)
US Small-Business* Executives Who Believe Social Networks Are Helpful for Lead Generation, August 2009 (% of respondents)
Primary Source Used by US Internet Users When Searching for Local Business Information, 2007-2009 (% of respondents)
Primary Source Used by US Internet Users When Searching for Local Business Information, by Age, July 2009 (% of respondents in each group)
Social Search
Advertising Tactics/Media Trusted* by Internet Users in North America, by Age, April 2009 (% of respondents)
Social Advertising
US Internet Users Who Would Like Websites to Show Information Personalized to Their Interests, June-July 2009 (% of respondents)
Reason for Sharing Personal Information* Online According to US Female Internet Users, September 2009 (% of respondents)
Conclusions
Endnotes
109034 | 109035 | 109036 | 109037 | 109038 | 109039 | 109040 | 109041
US Online Social Network Advertising Spending, 2008-2011 (millions and % change)
US Online Social Network Advertising Spending , 2008-2011 (millions and % of total US online ad spending)
Online Social Network Advertising Spending Worldwide, 2008-2011 (millions and % change)
Online Social Network Advertising Spending Worldwide, US vs. Non-US, 2008-2011 (millions and % of total)
Online Social Network Advertising Spending Growth Worldwide, US vs. Non-US, 2008-2011 (% change)
US, Non-US and Worldwide Online Advertising Spending on MySpace and Facebook, 2009 & 2010 (millions and % change)
US Online Social Network Advertising Spending, by Venue, 2009 & 2010 (millions and % of total)
Key eMarketer Numbers-Social Network Ad Spending
107889 | 107891
US Display Advertising Spending on Top Social Networking Sites*, August 2008-August 2009
US Display Advertising Spending on Top Social Networking Sites*, by Industry, September 2008-August 2009 (thousands and % share)
Related Information and Links
Related Links
Contact
Report Contributors
2009 will end with major shifts in social network advertising spending. Facebook, at 350 million users worldwide, is the premier destination for marketers in the US and many worldwide markets. It will surpass its former rival, MySpace, in ad revenues in 2010. In total, marketers will spend $2.2 billion to advertise on social networks worldwide in 2009, with $1.2 billion in spending in the US. In 2010, Facebook will account for nearly one-quarter of all social network ad spending worldwide, up from 20% in 2009.
Annenberg Public Policy Center
Annenberg School for Communication
BIGresearch
BtoB magazine
Citibank
comScore Inc.
comScore Media Metrix
Cowen and Co.
Credit Suisse
eMarketer
Forrester Research
GfK Roper Consulting
HubSpot
Junta42
King Fish Media
MediaPost Communications
Nielsen Online
Nielsen Online AdRelevance
Piper Jaffray & Co.
Prospectiv
Shop.org
The Kelsey Group
The Nielsen Company
TMP Directional Marketing
Unisfair
Universal McCann
University of California at Berkeley
University of Massachusetts Dartmouth Center for Marketing Research
VerticalResponse
ZenithOptimedia
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Price: $695.00
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