Advertisers are warming to Facebook's new social ad formats: Over the past 12 months, the proportion of Facebook ad budgets allocated to "social ads" has increased fourfold, from 5% in March 2011, to 23% in March 2012, according to a report from Marin Software.

Moreover, social ads are expected to account for 50% of Facebook ad budgets, on average, by the end of 2012, the study reports. 

Below, other findings from Marin Software.

Unlike Marketplace Ads, which operate similarly to traditional display ad units, Facebook's new social ads (such as Sponsored Stories) incorporate word-of-mouth recommendations, bringing a social context to traditional ads. 

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