Efficient Frontier & Context Optional release joint State of Digital Marketing Report for Q4 2011
This quarter, we saw some interesting and some expected trends. Search spend significantly increased, particularly among retailers, with the holiday season dominating the quarter. In social, Facebook spend share reached 2.7% of biddable online advertising spend in Q4. Increases in social spend are coming from new ad budgets rather than subtracting from existing search or display budgets, demonstrating the growth and importance to digital marketers of search, display and social throughout 2011.
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