Ad growth in social media expected to continue strong, steady

Chantilly, Va.—Social media ad revenue in the U.S. is expected to reach $9.2 billion by 2016, up from $4.6 billion this year, according to media research company BIA/Kelsey.

According to BIA/Kelsey's “U.S. Local Media Forecast,” social ads will be driven by display, such as Facebook's Marketplace Ads and YouTube's multiple display units. Social display ad spending will increase from $3.0 billion this year to $5.4 billion in 2016.

Locally oriented social media advertising and social ads on mobile devices will experience the fastest growth, according to the company. Social media spending focusing on local markets will grow from $1.1 billion this year to $3.0 billion in 2016, while social-mobile ad expenditures will increase from $500 million this year to $1.5 billion in 2016.