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BizReport : Advertising archives : April 03, 2012

59% of advertisers to increase social media ad spend over next year

Research from Advertising Perceptions reveals that social media advertising is grabbing a larger share of digital budgets with over half of advertisers planning to spend more on the channel this year.

by Helen Leggatt

Advertiser Perceptions surveyed 1,200 advertisers online throughout the first quarter of 2012 and found that over half (59%) intend to increase their social media ad spending in the coming year, more than for any other category.

- Social media 59%
- Ad networks/exchanges 31%
- Publishers 29%
- Demand-side platforms 24%
- Portals 21%
- Agency trading desks 15%

Just 4% plan to decrease spending on social media advertising.

Social media advertising's share of digital budgets will also increase in the coming year, found Advertiser Perceptions, making up 27% of digital budgets compared with 22% in the previous year.

Impressive recall figures attract many marketers to social media ads. Recent Nielsen research found that, on average, social ads generate a 55% greater lift in ad recall than non-social ads.

According to Nielsen, "more and more advertisers may consider leveraging ads with social content as a means to better utilize the power of the network of consumers engaged with their brands. This also serves as justification for marketers' efforts to create more social connection points with their consumers, as their brands will be better positioned to reach a larger group of prospects".

Tags: advertising, advertising budget, digital budget, marketing budget, social marketing, social media

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