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Buoyed by emerging "native" ad formats, US social media advertising* revenues are forecast to reach $9.2 billion in 2016, up from an estimated $4.6 billion in 2012, a compound annual growth rate (CAGR) of 19.2% over the five-year forecast period, according to BIA/Kelsey's US Local Media Forecast.

Social "native" ads are expected to grow faster than display over the forecast period (26.0% vs. 15.2% CAGR), reaching an estimated $3.85 billion in spending in 2016 (roughly a 41.6% share of total social ad spend), from $1.53 billion in 2012 (33.8% of social ad spend). 

"Native" social ads are defined in the report as social advertising as branded content integrated within a social network experience (e.g., the newsfeed or content stream).

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