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    • Abstract: IAB Stats Deck:Social MediaMay 2010 Outline• Interactive Advertising Overview• Social Media Landscape– Definitions– Consumer Experience• Frequency of Use• Most Popular Sites: Twitter, Facebook and YouTube

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IAB Stats Deck:
Social Media
May 2010
• Interactive Advertising Overview
• Social Media Landscape
– Definitions
– Consumer Experience
• Frequency of Use
• Most Popular Sites: Twitter, Facebook and YouTube
• The Next Evolution: Mobile
– Marketplace Response
• Budgets and Projections
Interactive Advertising Overview
Basic Use
According to Internet World Stats, the US is currently among the top online consumers in the world,
according to hours of use and penetration.
Figures reported below by Nielsen’s Netview confirm this:
• In March 2010, 192.7 million unique visitors were reported for all internet sites
• Penetration for that month was at 81% of the US population
• By the end of 2009, 160.3 million people had accessed the internet via a broadband connection.
Basic Projections
US Online Advertising Spending, 2010‐2014
$34.0 eMarketer projects that US
$31.0 (9.7%) 
$28.3 (9.5%)  online ad spending will
$25.2 (12.3%)  grow by 6.8% from this
(5.5%)  year to the next.
Total (billions and % change)
2010 2011 2012 2013 2014
Source for charts: eMarketer, December 2009
Interactive Advertising Overview
Interactive continues to grow in significance when
compared to other ad-supported media
U.S. Advertising Market – Media Comparison 2009 ($ Billions)
TV Distribution* $26.2
Newspapers $24.6
Internet $22.7
TV Networks: Cable $20.4
TV Network $15.5
Radio $14.0
Directories $12.1
Consumer Magazines $10.0
Source:  IAB Internet Ad Revenue Report: 2009 Full Year Report; PricewaterhouseCoopers 
* “TV Distribution” includes national and local TV station ads as well as multichannel system ads.
Why Social Media?
• Social Media sites are characterized by the inherent functionality that
facilitates the sharing of information between users within a defined
network. The nature of Social Media allows for the initiation of conversation
by either party.*
Social Networking is Big Among Internet Users
Rank  Sector  U.S. Active  U.S. Active  6 Month % Point 
Social networking sites have
Reach (Jun 09) Reach (Dec 09)  Change  surpassed personal e-mail
in global reach at 70.7% vs.
72.6% by Dec 09, and
1 Search 84.21% 84.43% 0.22%
growing at a faster pace
2 General Interest Portals &  86.18% 85.08% ‐1.10% than any other sector.
3 Software Manufacturers 67.20% 66.32% ‐0.88%
4 Member Communities 70.74% 72.57% 1.83%
5 E‐Mail 66.69% 65.94% ‐0.75%
*IAB Social Media Metrics Definitions, May 2009
Chart Source: Nielsen NetView, January 2010 5
Increasingly, people want to
join the conversation
Unique Audiences for Social Media Sites, mm
Unique audiences
have grown at an 115,083
annual rate of 20%
Jan‐08 Jan‐09 Jan‐10
Source: Nielsen Netview, 2010
These are the main reasons why
Reasons that US Internet Users Use Social Networking Sites
Keep in touch with friends 78.1%
Reconnect with old friends 50.5%
Share photos 36.8%
Meet new people 29.9%
Plan social events 17.7%
Share music/find new music 15.2%
Play games 14.2%
Career Networking 10.9%
Source: eMarketer, November 2008
Intensity of use has increased
• 100 million users joined Facebook in less than 9 months.
• Over 35 million Facebook users update their status each day.
• 48% of social media users check or update their Twitter or
Facebook sites during the night or as soon as they wake up.
• 54% of bloggers post content or tweet daily. (ClickZ Stats SES
Magazine June 8, 2009 page 24-25, “Turning Blogs and user-Generated Content Into Search
Engine Results.”)
• More than 1.5 million pieces of content (web links, news
stories, blog posts, notes, photos, etc.) are shared on
Facebook daily. (Facebook)
• Social networks reach about 79% of the total US Internet
audience, as of December 2009. (comScore)
Retrevo Gadgetology study, which asked social media users when, where, and how much time they spend
on sites and services like Facebook and Twitter. “Is Social Media a New Addiction?” Retrevo Blog,
Penetration of US audiences grows
According to Nielsen, the number of Americans visiting social
networking and blog sites has grown steadily YOY
Top Social Networking Sites Year‐Over‐Year Trend (Unique Audience)
Site February 2008 February 2009 February 2010
Facebook 20,043 65,704 118,813
MySpace.com 56,313 54,164 46,654
Twitter.com n/a 7,038 20,704
Blogger 37,241 39,905 46,171
YouTube 70,076 83,429 98,723
Source: The Nielsen Company, March 2010
And time spent on social media sites has
steadily increased
Nielsen reported that for US audiences, average time per person increased
143% from December 2008 to 2009.
That increase continues into 2010, with average time spent increasing by
108% from December to January.
Time Spent per Person, (hh:mm:ss)
6:43:12 6:40:25
6:00:00 6:01:40
5:45:36 5:49:25
Sep 09 Oct 09 Nov 09 Dec 09 Jan 10
Nielsen Netview Report, April 2010
• Twitter has remained among the top 10 social media sites, for unique
audiences. Between June 2008 and June 2009, unique visitors grew by
• According to GigaTweet, there have been 11.3 billion tweets as of
3/30/2010. The 20 billionth tweet should occur by June.**
• Nielsen averages that the time per person spent on Twitter increased
522%, year-over-year, from 5:02 minutes in June 2008 to 31:17 minutes in
June 2009.
*Source: Nielsen Online, June 2009
** Source: GigaTweet
*** Source: Nielsen Online, June 2009
• From December 2008 to December 2009, Facebook has
doubled its monthly unique visitors, from 54.6 million to 111.9
• Facebook accounts for 7% of all time spent online by US
visitors (Jan 2010).
• As of Feb 2010, the average Facebook user has 130 friends,
and spends 55 minutes per day on Facebook.
* Source: comScore MediaMetrix, January 2010
** Source: comScore, January 2010
According to the Silicon Business Insider, comScore reports from the end of 2009
show that YouTube’s growth far surpassed that of its top 9 competitors.
And according to HitWise, YouTube ranks #1 for all online video website ranked
by market share of U.S. Visits.
The Next Evolution: Social Media’s Role in
Market revenue is increasing
• According to Mobile Marketing Watch, a recent report by Informa indicates
that the US mobile social networking market will reach revenues of $421
million during 2010.
• The report also indicates that the US mobile social networking market will
continue growing and is projected to reach the $1 billion revenue mark in
Mobile internet users frequent social sites more than others*
• U.S. mobile internet users spend 2.7 hours of their day online.
• 45% of all mobile internet users go online to post comments on social
networks, with 91% of mobile internet users going online to socialize.
* According to a study by Ruder Finn, referred to on Marketing Charts on 2/17/2010
What is the role of Mobile?
Mobile social media users can make immediate
statements about their experiences
Mobile Browser Access to Social Networking: 3 month average 
ending January 2010 vs. January 2009
Total US Age 13+
Percent of Subscribers Accessing Social 
Networking via Mobile Browser
January 09 January 10 Point 
All Mobile Phones 6.5% 11.1% 4.6
Smartphone 22.5% 30.8% 8.3
Number of Mobile  11,874 25,137 112%
Subscribers Accessing 
Facebook (000)
Source: comScore MobiLens, March 2010
Marketers should care about what consumers
are saying about their products
Top Facebook Fan Pages (# of Fans), for the 
Week of 4/5/2010
Starbucks Coffee Co. 6,537,954
Twilight 5,482,245
Coca‐Cola 5,349,749
Skittles 4,197,934
Oreo 4,440,491
Source: www.allfacebook.com, numbers are based on a weekly 
total generated by the 
“While video and text content remain central to the Web
experience—the desire of online consumers to connect,
communicate and share is increasingly driving the
medium’s growth.”—Jon Gibs, VP, Media and Agency Insights,
Nielsen Online.
Chart Source: www.allfacebook.com, weekly tabulations
And marketers are starting to listen
According to the 2009 Cone Consumer New Media Study, 30% of consumers
report making a purchase based on positive reviews found online.
Some well-known campaigns are:
• Burger King and the Sacrifice ten friends facebook application—The
application was adopted by over 20,000 users, sacrificing 200,000
facebook friends for free whoppers.
• Zappos on Twitter: 498 Zappos employees are on Twitter*, and
company-sponsored feeds total over 1.6 million followers, with the CEO
feed leading the way in numbers.
• Advertising Age headline for 4/13/2010: McDonald’s Names First
Social-Media Chief
**Burger King campaign data is from Mashable.com: “Presenting: 10 of the Smartest Big Brands in Social Media.” from 2009
*Twitter Data is from Tuesday April 13, 2010
*Einstein Bros. uses social media to draw and keep a fanbase
Budget Allocations Begin to Reflect Social
Media’s Growing Importance
Forrester research shows that within the projected growth of the interactive share of
all ad spend, social media is predicted to grow the fastest and to become the third-
largest interactive marketing spend category in five years.
Social Media Spend, by millions
2009 2010 2011 2012 2013 2014
CAGR: 34%
Data cited from Coremetrics White Paper: “Social Media Analytics: Turning the Buss into an Impactful Part of Your
Marketing Mix”
IAB member initiatives reflect the dynamic, growth-oriented
trend in Social Media
• Social Media Committee
The Social Media Committee is dedicated to helping develop and expand the social media space as a viable
advertising platform. The committee works to educate marketers and agencies on the strength of social
media as a marketing vehicle.
--Social Advertising Best Practices
This document outlines recommendations for key social advertising topics and is intended for social
networks, publishers, ad agencies, marketers, and service providers delivering social advertising.
These best practices were developed via a thorough examination of the critical consumer, media and
advertiser issues to help social media further realize its advertising potential.
--Social Media Ad Metrics Definitions
This document specifies standard definitions for Social Media Metrics. The IAB hopes that all players
in the Social Media space will coalesce around these metrics to encourage growth through
--Social Media Buyer’s Guide
The Guide addresses key elements that should be considered during the social media planning and
purchase process. After reading this Guide, you will have a better understanding of social media.
• IAB Social Media Marketplace
-- In April 2010, over 350 agency and publisher representatives gathered with the IAB to share
information and learn about platform innovations and trends
• IAB Professional Development
– Secrets to Success in Social Media, taught by Geoff Ramsay of eMarketer, Anna Banks of Organic,
Inc., and Nichole Goodyear of Brickfish
Thank You!
For comments and inquiries, please contact
Jessica Ramírez, Industry Services Coordinator
[email protected]

Use: 0.1389