Providers of internet marketing services are starting to get used to utilising social media as part of their advertising campaigns.

This is according to Guy Phillipson, chief executive officer of the Internet Advertising Bureau (IAB), who noted that a quarter of the time spent on the internet is on social media sites.

Recent figures from the IAB revealed that advertising on the internet grew by 12.8 per cent in 2010, with display advertising through social media cited as the most important factor in this boom.

"Whereas, in the past, advertisers have been wary of advertising on user-generated content and social media, they understand it much better now," he claimed.

The expert noted that services such as Facebook enable marketers to utilise more targeted advertising and that there is a "kind of value exchange" between them and the potential customer.

He noted that an increasing number of professionals in the online marketing services sector are aware that they "need to respect their consumers".

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