Facebook accounted for 2.7 percent of total online advertising spending during the fourth quarter of 2011, and that figure will jump to 5 percent by the end of 2012, according to the latest report from ad-buying and optimization firm Efficient Frontier.
The company said the increased budgets for Facebook and other social spending are in addition to funds allocated for search and display, and not carving into those categories, adding that as marketers’ ability to tap the Facebook user base keeps improving, the social network’s percentage of the pie will do so, as well.
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