2017 年社交媒體廣告市場達 110 億美元

The Social Media Advertising Ecosystem Explained

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文章分類 : Facebook, News, Research

美國科技博客 BusinessInsider BI Intelligence 發表報告稱,目前,社交媒體廣告市場還不成熟,但隨著原生廣告愈發受到品牌的喜愛,以及移動業務的發展,社交媒體廣告市場的規模有望在 2017 年達到 110 億美元。以下是這篇文章的主要內容:

 

The Social Media Advertising Ecosystem Explained

The Social Media Advertising Ecosystem Explained

媒體出現碎片化的趨勢。目前,沒有一家媒體在媒體消費中的份額超過 45%。那麼如何解決這個問題?社交媒體提供瞭解決方案。

數百萬消費者每天訪問 Facebook 和 Twitter 等社交網絡,而這些社交網絡按照特定的人群、社會聯繫、興趣和愛好提供更多的定向廣告。

BI Intelligence 的報告分析了社交媒體廣告的狀態和發展趨勢,Facebook 和 Twitter 上的廣告生態系統。報告認為,社交媒體廣告市場未來將快速壯大,社交網絡的移動業務將在其中發揮重要作用,主要依據是:

社交媒體廣告的吸引力巨大

在媒體碎片化的背景下,社交網絡愈發受到品牌的重視。社交網絡擁有規模,即龐大的用家基礎和強大的數據庫。

社交網絡同樣擁有很高的參與度。截至 2012 年 7 月的數據顯示,美國人每個月花在社交網絡上的時間平均達到 12 個小時,18 至 24 歲之間的美國人每個月花在社交網絡上的時間平均達到 20 個小時。此外,社交媒體有能力為品牌帶來獨一無二的受眾群體。

品牌願意支付廣告費以獲得關注

為了讓更多的用家看到自己的推廣內容,品牌願意支付廣告費用,從而獲得消費者的注意。這推動 Facebook 等社交媒體不再過度依賴傳統的顯示廣告,轉而提供更多的原生廣告(native ads),而這類廣告目前深受廣告商的喜愛。

社交媒體廣告將爆發

現在,社交媒體廣告依然是一個年輕的市場,其在廣告商的廣告預算中的份額僅為 1% 至 10%。因此,社交媒體廣告的份額有望大幅增長。BIA/Kelsey 近日發表研究報告稱,2017 年社交廣告開支將從 2012 年的 47 億美元增長至 110 億美元。

移動業務的發展

BIA/Kelsey 的報告預計,2017 年移動端能吸引 22 億美元的社交廣告開支,份額為 20%。這樣的預測顯得保守。由於移動設備持續增長,Twitter 和 Facebook 的移動端使用率已經超過 50%,且將繼續上升。

儘管 Facebook 於去年第二季度末才推出移動廣告,移動端佔去年 Facebook 廣告收入的比重已經達到 11%,到第四季度,該比例進一步上升至 23%。此外,Twitter 表示,多數情況下公司移動廣告收入超過桌面廣告收入。

伴隨著移動廣告市場的快速增長,社交媒體將搶奪更多的市場份額。

Source : Business Insider

The media constellation has become increasingly fractured. The Web produced the initial fissure, but mobile created new cracks in the landscape. Today, no single medium earns more than 45% of our media consumption.
How can you solve this problem? Social media offers a solution.

Social networks like Facebook and Twitter are daily destinations for millions of consumers. Increasingly, their ad products offer targeting according to specific demographics, social connections, interests, and habits.

In a new report from BI Intelligence, it is analyzed the state of social media advertising and where it is heading, offering a comprehensive guide and examination of the advertising ecosystems on Facebook and Twitter, offer a primer on Tumblr as an emerging ad medium, and detail how mobile is an important part of this story as mobile-friendly as native ad formats fuel growth in the market.

The media constellation has become increasingly fractured. The Web produced the initial fissure, but mobile created new cracks in the landscape. Today, no single medium earns more than 45% of our media consumption.

How can you solve this problem? Social media offers a solution.

Social networks like Facebook and Twitter are daily destinations for millions of consumers. Increasingly, their ad products offer targeting according to specific demographics, social connections, interests, and habits.

In a new report from BI Intelligence, we analyze the state of social media advertising and where it is heading, offering a comprehensive guide and examination of the advertising ecosystems on Facebook and Twitter, offer a primer on Tumblr as an emerging ad medium, and detail how mobile is an important part of this story as mobile-friendly as native ad formats fuel growth in the market.

Here’s an overview of some major players in the mobile advertising ecosystem:

The lure of social media advertising is massive: As brands look across a fractured media landscape, social networks offer them an interesting proposition. Social networks have scale – enormous user bases and deep databases. They have high engagement – Americans were spending an average of 12 hours per month on social networks as of July 2012, with 18-24 year olds averaging 20 hours. And potentially, social media gives brands offer a uniquely captive audience for their content.

Guaranteed placement is getting advertisers to pay up: Brands are paying to get their content or copy in front of a quantifiable audience, an increasingly rare feat in an era of scattered consumer attention. This desire for guaranteed attention also helps to explain social media’s move away from traditional display ads — like Facebook’s right-rail ads — and toward so-called native ads that surface in a user’s stream, either as a tweet or a Facebook post. A consensus seems to be forming around in-stream advertising as the most promising social advertising format.

Social media advertising is set to explode: Social media advertising is a young market and so far, it only represents 1% to 10% of ad budgets for a wide majority of advertisers. There’s significant opportunity for that share to grow. BIA/Kelsey recently came out with a study that offers one view – forecasting $11 billion of social ad spend in 2017, up from $4.7 billion last year. That estimate is large – but still seems pessimistic, because…

Increased mobile usage will be a huge growth driver: The BIA/Kelsey prediction calls for mobile to account for only $2.2 billion of that in 2017 – a 20% market share. This could easily be surpassed. Both Twitter and Facebook have passed the 50% mobile usage mark and, given the continued growth of mobile devices, it will only rise. Mobile accounted for 11% of Facebook’s ad revenue last year even though it didn’t release mobile ads until the tail end of the second quarter. By the fourth quarter, it was up to 23%. And now, Twitter is reporting that its mobile ad revenue now regularly outpaces its desktop ad revenue. Social media advertising is therefore uniquely positioned to grab an increasing share of the fast growing mobile advertising market.

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2017 年社交媒體廣告市場達 110 億美元

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