By Lauren Dugan on June 30, 2014 6:00 PM
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Posts Tagged ‘social media advertising’
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When broken down by channel, 47 percent of advertisers say that they will be increasing their spend in social media ads, with 46 percent maintaining current budget levels. On the flip side, this means that just 7 percent will be decreasing their spend on social media advertising, which is perhaps as strong a testament to the perceived value of this medium as we’ve ever seen.
A new report that forecasts the social media advertising market for the next four years places Twitter’s “non-display ads” (i.e. their promoted products) at the margins – but with a higher than average growth projection. If the numbers are true, you can expect to see rapid growth year over year in what advertisers are willing to spend for a Promoted Tweet.
eMarketer expects Twitter to earn $150 million in revenues this year, the vast majority of which will come from the US. This represents a substantial increase over revenues of $45 million during 2010, the first year Twitter sold advertising.
By 2012, eMarketer forecasts, Twitter revenues will reach $250 million. But the company must show it can live up to its hype.
“If Twitter can grow its user base and convince marketers of its value as a go-to secondary player to Facebook, it will succeed in gaining revenue,” said Debra Aho Williamson, eMarketer principal analyst. “In 2011 it must work overtime to give its early advertisers a positive experience.”
Twitter’s monetization efforts will go into full gear this year, with the current Promoted Products suite and the pending launch of a self-serve platform akin to Facebook’s highly successful ad targeting system.
Twitter revenues will still be small compared to those of Facebook, but by next year eMarketer expects Twitter to pull in more ad dollars than Myspace.
Looks good, but despite what appears to be impressive growth, certainly percentage-wise, Twitter’s numbers seem a little shy to me. As of right now, Twitter’s overall network size is about one-quarter of that of Facebook (about 600m) – will the latter really be making 20x what Twitter makes in 2012, even with their three-year head start? And if so, isn’t that a pretty big fail on Twitter’s part? And what are these ‘other social networks’ that are on target to reach $1.5 billion?
As usual, take it all with a hefty pinch.