eMarketer has released projections showing social network ad spending taking a dip in 2009. They attribute the decline to difficulties over at MySpace, as they try to maintain a presence in a niche being taken over by Facebook and the yet-to-be monetized Twitter.
“The expected rebound in spending will come as more companies focus on creating and implementing an overall social marketing strategy,” says Debra Aho Williamson, eMarketer senior analyst and author of the new report, Social Network Ad Spending: A Brighter Outlook Next Year. “And it is a clear indication that the experimental phase of social network marketing is finally drawing to an end.”
However, the downturn isn’t expected to become a trend. Instead, it will be a blip on an otherwise steadily increasing interest in social network advertising. Should Twitter introduce advertising, social network ads will probably take on a life of their own.
“Facebook, once a distant second to MySpace, has outperformed its rival in nearly every measure of usage–and is on track to surpass MySpace in ad spending by 2011,” says Ms. Williamson.