Social media has been another nail in the slowly closing coffin of traditional media. The primary force behind four generations of advertising, outlets like television, newspapers, and radio are seeing a dwindling share of marketing budgets, hastening their decline. Last year, industry watchers projected more than 77 percent of ad spending in the United States - roughly $302.8 billion - would go to digital channels, according to EMARKETER analysts. In contrast, only $86.7 billion went to legacy media outlets. Nearly 80 percent of financial services advertising went to digital media, versus 20 percent to traditional channels.