Home  › Stats › Ad Industry Metrics › Ad Spend

Agency Survey: Early 2012 Social Dollars Boom

  |  March 27, 2012   |  Comments

CP+G, AKQA, Razorfish, MRM, Brunner, and other agencies reveal spending trends.

agency-photoSeven out of eight ad agencies stated their clients' social media spends either doubled or were "up significantly" in January when compared to the same month in 2011. And brands this year have been - not surprisingly - more dialed into Facebook than Twitter, according to a survey orchestrated by ClickZ News.

"I think social has become fairly mainstream, and I think the education amongst our clients has improved substantially," said Adam Donnelley, an EVP at MRM, one of the agencies surveyed. "Facebook has managed to get more targeted and build broader reach, and that's clearly something coming up in conversations rather frequently."

Last month, we reached out to MRM and other agencies with major digital marketing clients to peek into where social media dollars were going. Crispin Porter+Bogusky, AKQA, Razorfish, Huge, Brunner, Rokkan, and Evolution Bureau rounded out the questionnaire participants.

We were particularly interested in what ad units are getting support from brands: Facebook Premium Ads; Facebook Marketplace Ads; Twitter Promoted Trends; Twitter Promoted Tweets; Twitter Promoted Accounts.

Here are the key findings:

  • Half of the agencies said the majority of their clients had purchased Facebook Premium Ads and Facebook Marketplace Ads, respectively, in the last 12 months.
  • Only one agency said that more than one-quarter of its clients had bought a Promoted Trend on Twitter in the last 12 months. The other seven stated that less than 25 percent of its brands had purchased the ad unit.
  • Not a lot of their brands have invested in the other Twitter ad units, either, in the last 12 months. All eight agencies said that less than one-quarter of their clients had tested Promoted Accounts, which are designed to increase followers on the micro-blogging site. And only one agency stated that more than 25 percent of its clients had bought Promoted Tweets.
  • Three out of eight agencies said social media spends in January had doubled compared to the same month 2011.
  • Four said social media spends for the month were up significantly.

Agency Crystal Ball: What Platform Will Reign Supreme?

We also asked brands to predict what platform would cause the biggest stir in 2012, based on recent client inquiries. Answers to the open-ended question varied, including Pinterest, Zynga, Facebook, Foursquare, Twitter, YouTube, and Stumbleupon.

Jeff Lanctot, Razorfish chief media officer, said that while Facebook's IPO and new ad strategy would likely win the day, other rainmakers will gain interest.

"Twitter will also be a big story, building on the success of American Express and other campaigns," he explained. "Pinterest will be the third [biggest], both for the quick way they've been able to build audience and revenue, and the looming copyright issues they'll need to address."

Rokkan CEO John Noe pointed to YouTube. "With the decline of TV and enhanced viewership of digital video," he said, "brands will try to compete for users' attention on YouTube and other video platforms."

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!


Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!



Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.




    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...