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Facebook ad spending to grow in 2012

Rachel Wheeler Archive
Online retailers will increase their spending on Facebook advertising in 2012, it has been forecast.

Ad-buying and optimization firm Efficient Frontier expects ad spending on the social networking site to reach five per cent of all online advertising spending in 2012.

In the final quarter of 2011, it accounted for just 2.7 per cent of the overall total.

"Facebook continues to be where marketers are placing new bets by adding advertising spend with a focus on fan acquisition," said David Karnstedt, president and chief executive officer of Efficient Frontier.

He went on to suggest that mobile search advertising will also be a significant investment area for internet firms in 2012, reaching between seven and eight per cent of total online advertising spending.

The latest IBM Benchmark report indicated that purchases from mobile devices accounted for 11 per cent of all online sales in December, up from the 5.5 per cent observed in December 2010.

Posted by Rachel Wheeler