Facebook's share of the online advertising business reached 2.7% in the final quarter of 2011, and could reach 5% by the end of this year, according to an Efficient Frontier report. Brands are increasingly willing to open their wallets to attract Facebook fans, and they are making extra cash available for marketing on the network, the report notes. "The increased spend will help companies improve brand awareness and drive the customer lifecycle amongst fans and non-fans," the report predicts.

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