据eMarketer最新报告显示，社交网站在美国在线广告市场的比重正日益增加，今年全球广告主将向在线广告领域投入690亿美元，其中社交网络在线广告将占8.7%；到2012年，在线广告投入将增长至790亿美元，社交网站广告比例将达10.2%。

该报告指出，在线广告投入的增长主要得益于社交网站Facebook的发展。虽然目前多数社交媒介广告主要关注的是美国市场，但到2012年，美国之外的在线广告市场投入将占一半比例。预计Facebook今年在全球的广告营收将达40亿美元，Twitter也有望通过广告创收1.5亿美元。总体来看，Facebook的广告收入将占全球所有社交网站的68%。

facebook ad revenues

eMarketer分析师Debra Aho Williamson表示，社交网站正成为许多广告主重要的广告投放目标。在一些新兴市场国家，用户主要通过手机接触社交网站，这也就意味着移动社交网站广告也开始成为广告主关注的重点。现在的大牌企业比以往更乐意在社交网站中投入大量市场营销经费，他们在社交网站上的广告投入正呈现了不断增长的趋势。

据游戏邦了解，这一领域开始形成两种广告主，一种是逐步增加广告预算的大牌企业，另一种是引进大量市场调研专家、不惜投入巨资的效能优先广告主。

eMarketer报告还指出，Twitter正加快部署它在美国的广告产品，预计很快就会向全球广告市场进军，2012年的广告收入有望超过MySpace，可能达到2.5亿美元。

尽管对社交游戏来说，虚拟商品交易仍然是主要的营收渠道，广告赞助只是第二大选项，但eMarketer预计，今年全球广告主在这一领域的投入将达2.74亿美元，2012年可能达到4.17亿美元。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）

Facebook drives social media advertising globally

Social networks are steadily increasing the amount of share in online spending on advertising in the United States.
The latest report from eMarketer, shows that of the US$69-billion marketers will spend on online advertising worldwide this year, 8.7% will be committed to online advertising. The figure is set 10.2% of US$79-billion to spent in 2012.

The rise has been attributed to Facebook. By next year, half of spending will take place outside the United States, which until now has been where social media marketing has been concentrated. Facebook is expected to have US$4-billion in ad revenues worldwide, with Twitter attracting US$150-million. In total, Facebook will receive 68% of all social network ad spending worldwide.

Debra Aho Williamson, eMarketer’s principal analyst and author of the new report, Worldwide Social Network Ad Spending: 2011 Outlook, says marketers are brings integrating social media into

their overall platforms. “As they do so, advertising in social destinations is becoming a more logical part of their plan.”

In some emerging markets, mobile in the primary way users access social networks, which means that along with the rise in mobile advertising, ads are likely to be integrated in their mobile versions.

“The scepticism of a few years ago has faded; large brands are allocating more marketing budget to social media than ever before, and their social network ad spending is also rising,” explained Williamson.

She added that the two categories of advertisers are emerging: “major brand marketers that increase budgets gradually, and performance advertisers that spend heavily and bring extensive search marketing expertise.”

eMarketers report notes that Twitter is rapidly deploying its ad products in the US and will soon be selling ads internationally. In a full forecast for the company, Twitter is expected to attract $150 million in advertising this year, with $250 million in 2012. It is expected to surpass spending on Myspace in 2012.

The report adds that “social games will start to make a dent in the market”.

“Although advertising trails virtual goods as a revenue stream for social games, eMarketer still expects marketer expenditures of US$274-million worldwide this year and US$417-million in 2012.”（source:memeburn）