Local businesses have arrived en masse at the Social Media cocktail party. The sluggish economy has constricted their ad budgets, and posting messages on Facebook, YouTube and Twitter not only feels good, but also feels free. But it’s not. This report takes a deep dive into the attraction of social media to small and medium-size businesses (SMBs) and gauges their current levels of spending, forecast to double in 2012 and again in 2013.
The downturn in the housing industry has forged deep changes in the way real estate professionals spend their ad dollars. Market indices point to a slow recovery in home sales, but the advertising recovery has already begun. Expenditures are forecast to increase 8 percent this year, to $21.8 billion. The most-favored medium is online, where agents, brokers, builders and mortgage lenders will plow $8.9 billion. That makes real estate the second-largest online advertising category. Our 56-page annual outlook examines housing trends, shifts in advertising between traditional print, online, broadcast and other channels, and takes a deep dive into what agents are doing – and thinking – about online marketing.
Social networks are increasing their ad revenues at a tremendous pace and before long it could take a toll on ad spending at local media Web sites. In this latest paper, we track the advertising and promotion spending for social networking as well the new rules of marketing under this new “anti-mass” media. Included in the paper is the latest local and national ad and promotions spending projections for social networks by DMA.