Local ads via social channels are expected be worth one-third of the social sector's $8.1 billion ad market by 2015, analysts say. The shift could prompt marketers to invest more heavily in geotargeted paid media campaigns. Although not been widely embraced by national brands and SMBs yet, locally targeted ads might benefit from a paradigm shift "to performance, with Facebook and other networks focused on improving format, creative and targeting to boost rates and drive deeper ad engagement," BIA/Kelsey's Jed Williams said.

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