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BizReport : Social Marketing : July 31, 2013

Aggregate Knowledge: Social pushing reach farther

Marketing executives may want to take a closer look - and an increased budget percentage - to social. That according to the Q2 Global Media Intelligence Report from Aggregate Knowledge. According to the data social and portals are pushing greater reach, helping brands push between 34% and 61% higher than the indexed average.

by Kristina Knight

The Q2 report takes into account media and audience data from Aggregate Knowledge to identify trends in the online space.

"We saw a huge uptick in online conversions this quarter," said David Jakubowski, Aggregate Knowledge CEO. "This points to brands leveraging all online channels for campaigns targeted across brand awareness, acquisition, social, etc. Analytics from AK informed over $230M in media buys in Q2 which is a company record."

Other interesting findings include:

• Social is pushing higher quality leads (3rd consecutive quarter)
• Windows leads the way, accounting for 78% of all online events seen
• Mac accounts for just over 10%
• Mobile systems account 8% of ad impressions

In addition the report shows that while Mac accounts for less overall traffic, Mac users are engaging and converting more often than Windows users. As for the browser wars, Internet Explorer continues to lead with a 32% share while Firefox accounts for about 15% of users and iOS Safari counts for about 6%.

And take all those mobile browsers with a grain of salt. While the report shows mobile accounts for about 8% of ad impressions, researchers also found that only about 7% of those impressions converted to sales/customers.

The researchers analyzed more than 30 billion ad impressions throughout Q2 to come to their conclusions.

Tags: advertising reach, advertising trends, Aggregate Knowledge, social marketing

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