Breaking down the forecast into local vs. national spend, BIA/Kelsey predicts that the local segment of US social media advertising revenues will grow from $840 million in 2011 to $1.2 billion this year, representing a 43% increase. This means that this year, the local segment will hold 25% share of total social media advertising revenues.
By 2016, BIA/Kelsey expects local to account for $3.8 billion in social media ad spend, while the national segment will have increased from $3.6 billion (in 2011) to $6.7 billion. In 2016, then, local will represent 31.6% share of total spend. Read the rest at Marketing Charts.