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Published: December 09, 2016
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Social media is a major player in the most important conversations in media and marketing—including hot-button topics such as attribution, live streaming, digital video advertising and messaging. eMarketer predicts what will happen in this fast-changing space in 2017.
"Nearly one-quarter of all US digital ad spending will go toward social networks in 2017. Spending will top $19 billion."
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US Social Network Ad Revenues, 2015-2018 (billions, % change and % of digital ad spending)
US Marketers Who Have Increased Spending on Location-Based Mobile Advertising Based on the Availability of Foot Traffic Data, July 2016 (% of respondents)
Average Number of Interactions with Social Media Posts Among Brands Worldwide, by Platform and Industry, H1 2016
Aspects of Influencer Marketing that US Marketers Would Like to See Improved*, Aug 2016 (% of respondents)
US Millennial vs. Total Mobile Messaging App Users Who Have Used a Chatbot to Communicate with a Business*, Oct 2016 (% of respondents)
Level of Confidence in ROI from Recent Digital Video Ad Purchases According to US Ad Agency Professionals, Nov 2015 & Aug 2016 (% of respondents)
Likelihood that US Agency vs. Marketing Decision-Makers Will Invest* in Live Streaming Video Advertising, June 2016 (% of respondents)
Social Network Users in Japan Who Use Select Apps with a Disappearing-Message Feature, by Demographic, Oct 2016 (% of respondents in each group)
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