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80% of small businesses use social media for advertising and promotion, according to data from BIA’s latest Local Commerce Monitor™ (LCM) survey report, Social Media Advertising and Small Businesses. This includes free social media channels, such as a Facebook page.  Local advertising on social media channels will be $23.3 billion, according to BIA/Kelsey’s U.S. Local Advertising Forecast 2018: Mobile and Social estimates. By 2022 social media advertising revenue by 2022 will be more than 1.4 times higher than 2018 levels. Social media ad revenue from mobile (not including tablets) now
represent about 71% of total social ad spending, and will grow to 80% by 2022 as more of the user activity shifts away from desktops.

When you dealing with an advertiser that relies heavily on social media remind them that other small businesses that use social media use an average of 11 different channels – not just social. Explain to this group the importance of a multi-channel approach.


BIA’s LCM, Wave 21 reports can be purchased a la carte in the BIA eStore. Subscribers of BIA ADVantage can download the research reports from the online dashboard found here.

This Post Has 2 Comments

  1. Augmented reality makes brands more tangible to consumers — and valuable in the real world. When users can “touch,” “hold,” and interact with mobile creative, that’s AR opening the door to active participation with the experiences served.

  2. On the one hand, there has been no serious game-oriented competition for Niantic, and there’s been nothing that marketing could call a definitive brand breakthrough in the augmented reality advertising space. On the other hand, developers are creating platforms that will allow brands to create their own augmented reality experience without having to onboard a whole team of AR experts. Organizations such as GoMeta are putting accessible AR tools in brands’ and marketers’ hands, right now. Other platforms such as are working on similar location-powered AR approaches.

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