Marketers to increase social media ad spend this year

By on Jan, 29 2013 with Comments 0

NielsenU.S. consumers spend 20% of their online time and 30% of their smartphone time on social media—accounting for a whopping 121 billion minutes each month. And marketers are starting to adjust their ad campaigns and budgets to keep pace, according to a recent survey commissioned by Vizu, a Nielsen company.

While 89% of the advertisers surveyed said they use free tools—such as pages, posts, likes and pins—75% say they currently invest in paid social media advertising, which includes tactics such as sponsored content, brand graphs and driving likes. In fact, 64% plan to spend more on social in the future, according to a NielsenWire blog post.

Social Media Advertising Budgets are Small—but Growing

Paid social media advertising is still relatively new. The majority of advertisers and agencies surveyed said they’d been using paid social media advertising for less than three years. One-fifth (20%) said they’d only started in the past year. Plus, the majority (70%) indicated that they dedicated 10 percent or less of their overall 2012 online advertising budget to paid social media.

 

 

The ad mix will likely shift this year, however, as the majority of advertisers (64%) plan to boost their paid social media advertising budgets. While the increases will likely be modest—primarily between 1 and 10 percent—the growth is a positive sign for this young channel that hasn’t traditionally had a dedicated budget. Currently, only 41 percent of advertisers report having a dedicated paid social media ad budget. To fund the increase in paid social media advertising activity, the majority plan to pull budget from other channels—both on and offline.

 

Filed Under Adbiz Broadcast News

About The Author: Carl has been with RBR-TVBR since 1997 and is currently Managing Director/Senior Editor. Residing in Northern Virginia, he covers the business of broadcasting, advertising, programming, new media and engineering. He’s also done a great deal of interviews for the company and handles our ever-growing stable of bylined columnists.

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