Social media marketing driving spending

Social media marketing and networks are continuing to drive advertising spend online, it has been claimed.

Guy Phillipson, chief executive at the Internet Advertising Bureau, said after Google, Facebook was the biggest site in the UK, while MySpace and Bebo were also popular, making social media "inescapable" for advertisers.

He advised marketers to follow their target audience for information which could be put towards determining which is the best place to advertise in order to attract customers.

Mr Phillipson noted while there was currently no advertising on Twitter, it would "probably" come, adding "that will all add to the brand story and therefore the revenue that will continue to grow online".

His comments come after the Nielsen Company announced with Facebook that the Nielsen BrandLift - a tool which uses the Facebook platform to measure online brand advertising's effectiveness - is now available in the UK.

Nielsen data shows that Facebook had a 10.2 per cent share of display ad views in the UK in 2009, up from 6.4 per cent in 2008.

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