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BizReport : Advertising archives : March 04, 2014

Value of social media ads continues to elude ad agencies

Keeping up with the technology evolving in advertising and marketing is a must for an agency to be successful, but many agencies are finding it hard to justify social media ad spend due to a lack of hard ROI data to present to clients.

by Helen Leggatt

A new survey from STRATA reveals that while the vast majority of agencies (87%) are interested in using social media in client campaigns, more than half (54%) would buy more social media ad spots if they could more easily ascertain their value to the campaign.

"In the advertising industry, the buzz often comes before the pay-off," said STRATA EVP Joy Baer. "Everyone wants to buy social media and online video because it's the way the industry is heading, but the real ROI is more complex to define. It's a science that is still being developed."

Despite the uncertainty surrounding the value of social media ads, nearly all agencies will be purchasing more this year with 81% intending to buy ads on Facebook, YouTube (57%), Twitter (48%), Pinterest (35%) and LinkedIn (33%).

Image via Shutterstock

Tags: advertising, advertising agency, social media

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