The figures come as both consumers and advertisers are putting Facebook under greater scruntiny, amid claims the world's largest social network had the data of 50 million users harvested by third-party analytics company Cambridge Analytica. Social media will claim a larger share of ad spending than TV within two years despite the Facebook data breach crisis, according to a forecast by eMarketer. The social network is expected to account for more than half of all digital advertising spend in 2017, up from about one-third last year, said eMarketer analyst Brian Wieser. Social media has overtaken all traditional formats with the exception of TV but by 2020 eMarketer said it will account for almost 30% of UK ad spend with TV taking 17.8%.
Social media will claim a larger share of ad spending than TV within two years despite the Facebook data breach crisis, according to a forecast by eMarketer. The social network is expected to account for more than half of all digital advertising spend in 2017, up from about one-third last year, said eMarketer analyst Brian Wieser. Social media has overtaken all traditional formats with the exception of TV but by 2020 eMarketer said it will account for almost 30% of UK ad spend with TV taking 17.8%.