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US online social network ad spending is now projected to reach $2.6 billion in 2012. In its last projection, made in December 2007, eMarketer estimated that spending would reach $2.7 billion in 2011. Spending in that year is now expected to be $2.4 billion.
Social networks are still having trouble coming up with compelling ad models. EMarketer predicts ad spending on those networks will be just $2.6 billion by 2012, about five percent of the overall market. MySpace and Facebook collectively command 72% of social network ad spending.
eMarketer has revised its US social network ad spending projections, estimating that advertisers will spend $1.4 billion to place ads on online social networks this year, down from the previous projection of $1.6 billion.
eMarketer's figures take into account all forms of advertising within social networks, including display, search and video ads, as well as any fees that marketers pay to social networks to develop profile pages or conduct promotions.
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