Social advertising expenditure in the United States stood at $16,300m in 2016, according to data from WARC and the Internet Advertising Bureau (IAB). This represents a year-on-year increase of 50.9% from 2015, when total spend amounted to $10,800m. Growth has decelerated marginally since the previous year (+54.3%).
Social now accounts for a 51.3% share of total US online display adspend, up from 44.2% in 2015 and 21.4% in 2012. It is growing significantly ahead of the total online display market in the US, which registered year-on-year growth of 29.9% in 2016....