paidcontent reporting:
According to figures from ZenithOptimedia,
global advertising revenues will reach $486 billion in 2012, a rise of
4.7 percent compared to 2011. With wider economic pressures bearing down
on the overall ad market, digital ad spend is still seeing healthy
growth: it will account for slightly more than one-fifth of all ad
spend, but more than half of all growth, as advertisers become more
confident in digital media metrics, and the ad industry gets more
sophisticated in what it offers to brands and publishers in the name of
digital advertising—which will remain a key way of funding digital
content, as media companies continue to tinker with other charging
models. Here are some specific areas to watch in this space:
Social media and advertising. Social
networks already make money from marketing and advertising
services—according to an estimate from eMarketer in September, Facebook
apparently will have made some $3.8 billion in advertising revenue in
2011—so 2012 will be the year that we see more social networks, not just
Facebook, look at leveraging their audiences to grow this even more.
These advertising services will be a crucial piece to put into place
for Facebook in particular as it gears up for a widely-expected IPO.
Keeping in mind recent IPOs for Groupon (NSDQ: GRPN)
and Zynga, in which people questioned the longer-term business models
for these social media properties, Facebook will be looking for big and
consistent sources of revenue to demonstrate to the investor community
that it has a solid foundation for the long haul...
http://paidcontent.org/article/419-whats-coming-in-2012-digital-advertising-up-close-and-personal/
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