SOCIAL MEDIA OVERCOMES ADVERTISING CRISIS
Posted: Sun Jan 19, 2025 5:14 am
Social media is a hot topic in the marketing world and in 2008 total investment in these platforms reached 1.45 billion euros worldwide and this year this budget is expected to grow by 17%, according to eMarketing magazine .
However, although these figures are positive and far exceed the results of other channels, advertising on social networks has also been affected by the crisis and has seen its growth reduced compared to projections.
“Double-digit growth in spending is certainly welcome news at bc data india a time when online ad spending forecasts are shrinking into the single digits,” said Debra Aho Williamson, an analyst at eMarketer. “However, expected growth in social media spending in 2009 is half of what eMarketer had projected in December 2007.”
In any case, these platforms can still shape their business model and adapt to the financing methods adopted in other latitudes where it has been decided to charge for content in order to obtain more income.
"In markets such as China, Japan, South Korea and Russia, some social networks are seeing growing revenue from the sale of virtual goods to their members," says Williamson, who explains that in these systems users pay to access games or premium content.
In Europe, the growth of these platforms in 2008 was 15% among users over 15 years old, according to comScore Media Metrix, and it is estimated that during this month more than 210 million people visited a social network.
For Williamson, the key to this success as an advertising platform lies in the fact that although music and apps are an incentive, the most important thing is the fact that socialising will never go out of fashion.
However, although these figures are positive and far exceed the results of other channels, advertising on social networks has also been affected by the crisis and has seen its growth reduced compared to projections.
“Double-digit growth in spending is certainly welcome news at bc data india a time when online ad spending forecasts are shrinking into the single digits,” said Debra Aho Williamson, an analyst at eMarketer. “However, expected growth in social media spending in 2009 is half of what eMarketer had projected in December 2007.”
In any case, these platforms can still shape their business model and adapt to the financing methods adopted in other latitudes where it has been decided to charge for content in order to obtain more income.
"In markets such as China, Japan, South Korea and Russia, some social networks are seeing growing revenue from the sale of virtual goods to their members," says Williamson, who explains that in these systems users pay to access games or premium content.
In Europe, the growth of these platforms in 2008 was 15% among users over 15 years old, according to comScore Media Metrix, and it is estimated that during this month more than 210 million people visited a social network.
For Williamson, the key to this success as an advertising platform lies in the fact that although music and apps are an incentive, the most important thing is the fact that socialising will never go out of fashion.