Chantilly, Va. – Revenues from advertising on social
networks is expected to grow at a rate of 31.6% over the next few years,
climbing from $2.1 billion in 2010 to $8.3 billion in 2015, according to a report from market research
firm BIA/Kelsey.
The predominant ad format is currently display, which will see
revenues grow from $2.1 billion last year to $7.7 billion in 2015.
BIA/Kelsey said that revenues from non-display ad formats — like Twitter’s
"promoted products" — are minimal at present, but this segment is
projected to grow to $600 million in 2015.
The firm noted that its tally does
not include branded virtual items, advertising within social games, social
commerce or social marketing.
"It’s no surprise that Facebook commands a
dominant share of all social ad impressions served and ad revenues generated,"
said BIA/Kelsey analyst Jed Williams.
"As the social market leader, it
already serves the most display ad impressions of any digital company,
surpassing both Yahoo and Google. We fully expect Facebook to increase both
impression share and ad revenue, as buyer awareness accelerates and creative
formatting and targeting improve to optimize performance."
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