shutterstock-87652201

66% of Advertisers Integrate Social Ads Into Online Campaigns

  |  February 13, 2013   |  Comments

Advertisers have reported that they are taking an integrated approach to social media advertising, according to a new Vizu survey.

Advertisers have reported that they are taking an integrated approach to social media advertising, according to a new Vizu survey.

About 66 percent of advertisers say they integrate paid social ads into their online campaigns. While another 51 percent say they integrate social ads into their offline marketing efforts.

According to Vizu, a Nielsen company, advertisers run paid social media ads most often with online video, online display, and mobile. Offline, advertisers reported that they are most inclined to run paid social ads with print and TV campaigns.

Around 83 percent of advertisers surveyed said they run social ads in conjunction with online display campaigns. Roughly 46 percent said they do the same with online video marketing efforts. About 40 percent also reported using social ads together with mobile advertising operations.

In the offline world, 52 percent of those surveyed reported combining print ads with paid social media campaigns. TV advertising operations were also shown to be used alongside social media ad campaigns about 37 percent of time, according to the study.

Primarily, social ads are reported to be used for branding efforts. Surveyed participants said they use social media ads for branding by a 45 percent margin. Of those respondents only 16 percent said their campaigns are primarily direct response related.

A major problem for advertisers using paid social ads is finding a proper metric for the platform. According to the study, many advertisers remained unconvinced of social media ads because of a lack of proper metrics.

"With paid social media advertising on the rise, it's no surprise that marketers are beginning to look for true measures of return on investment to justify their investment," says senior vice president of product leadership for advertising effectiveness at Nielsen Jeff Smith.

"And with paid social ads increasingly part of integrated, branding-related campaigns, there is real demand for metrics that are consistent with what they've used for other media, such as brand lift and sales lift."

Statistics for the Vizu study were gathered from survey responses from over 500 digital marketing and media firms in the field. Surveys were sent out in the fall of last year.

Tags:

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

COMMENTSCommenting policy

comments powered by Disqus

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

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...