Social Ad Spending per User Remains Highest in North America
North American advertisers spend more than twice as much per user as those in Western Europe
Social network ad spending is on the rise around the world, and spending per user is going up in every region even as new users continue to flock to social platforms. North America far outpaces any other region in spending by this metric, according to eMarketer estimates, and will continue to do so for the foreseeable future.
eMarketer estimates advertisers will invest $32.82 on social network advertising per social network user in North America this year, up from just over $26 in 2013. That’s more than double per-user spending expected in Western Europe, the No. 2 social network ad market by this measure. Spending per user drops off sharply after the first two slots, with third-place Asia-Pacific only reaching a projected $3.60 in social network ad spending per user.
The figures include spending on paid advertising that appears on social sites, but do not include nonadvertising marketing expenses such as creation of social content or maintenance of brand pages.
Overall, social network ad spending is growing most quickly in the Middle East and Africa, though even in a relatively mature region like North America eMarketer expects solid double-digit growth over the next two years.
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