SEM platforms – now cross-channel buying platforms – continue to crank out the trend reports leveraging their customers data. Skai reported yesterday that its social ad spend “customers spent 109 percent more on Facebook in Q4 of 2011 than they did in Q3. While some of this growth can be attributed to seasonality, the increase in global Facebook ad budgets compares favourably to search channels like Google, Bing, and Yahoo which, in aggregate, saw paid search ad budget growth of 27 percent globally on a quarter-over-quarter basis.”