Upload
digiday
View
955
Download
1
Embed Size (px)
DESCRIPTION
Social media and viral marketing have been some of the hottest topics in online brand advertising over the last few years. Learn how publishers, agencies and advertisers are leveraging and measuring paid social advertising today. We'll share the results of a recent survey in which more than 500 digital executives weighed in on their paid social advertising strategies. Presenter: Chris Louie, vp of product marketing, Nielsen
Citation preview
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 1
Paid Social AdvertisingState of the Industry Survey
in conjunction with
December, 2012
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 2
What we doReach the Right People Influence their Opinion
Impact their Behavior
ReachResonance
Reaction
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 3
State of Social Media report
• Social media is still growing rapidly
• Mobile is fueling today’s growth
• Social is transforming the consumer TV viewing experience
• Social has revolutionized the way consumersand brands interact
Being released today!
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 4
About the Paid Social Ad Survey
• Surveyed brand advertisers, agencies and publishers
• Surveyed in September 2012
• 500+ responses
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 5
Paid Social is Part of the Marketer’s Toolkit
Don’t do anything with social media
Purchase media and/or sponsor content on social sites or platforms for social campaigns
Use free tools such as Facebook, Twitter, and YouTube to spread content organically
6%
81%
71%
0%
75%
89%
Advertisers Agencies
Q. Please describe your organization’s social media activities
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 6
Advertising on social networking sites(e.g. Facebook and Twitter ads)
Blogs / blog platforms
Social ad networks / platforms
Video sharing platforms
86%
55%
43%
43%
91%
54%
47%
46%
Agencies Advertisers
Q. Which paid social media advertising tactics have you leveraged in 2012?(top responses)
Paid Social Tactics Range Widely
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 7
Paid Social is Still Maturing
5+ years
4 years
3 years
2 years
1 year
Just getting started
24%
14%
27%
17%
13%
4%
14%
9%
25%
16%
16%
20%
AdvertisersAgencies
Q. How long has your organization used paid social media advertising?
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 8
Paid Social Spending is Increasing
Decrease
Stay the Same
Increase
2%
34%
64%
21% +
11-20%
1-10%
11%
15%
41%
Paid Social Ad Budgetwill grow by…
Brands: For 2013, do you expect your paid social media advertising budget to:
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 9
Advertisers are Shifting Dollars From Other Mediums
From offline channels
From other online channels – other
From other online channels – display
None, social media has its own dedicated budget
39%
10%
23%
41%
Advertisers
Q. In 2013, to what extent, if any, are you shifting budget from the following areas to your paid social media advertising budget?
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 10
Paid Social is Integrated with Other Tactics
Rarely ornever
Half of thetime or less
Most or allof the time
5%
7%
71%
11%
11%
66%
With Other Online Advertising
20%
39%
41%
18%
31%
51%
With Other Offline Advertising
AdvertisersAgencies
Q. How often are your paid social media advertising efforts run in conjunction with other types of advertising?
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 11
Paid Social is Primarily Used for Branding
A mix of both - more than half is direct-response
A mix of both - more than half is branding
Primarily direct-response related, e.g. driving product trials or site visits
Primarily branding related, e.g. raising awareness, influencing brand opinions
25%
29%
15%
31%
14%
25%
16%
45%
AdvertisersAgencies
Q. What is the primary purpose of your paid social media advertising campaigns?
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 12
I don't think it works
It’s a promising new tactic, but it’s effectiveness is unknown
I think it moves the needle when combined with other efforts, but I’m not sure how to measure ROI
It’s effective and produces measureable ROI (with ROI defined as metric achieved per dollar spent)
3%
27%
43%
27%
6%
33%
33%
29%
Advertisers Agencies
Q. How effective is paid social media advertising at meeting your marketing objectives?
The jury’s still out on ROI
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 13
There’s a clear disconnect between the metrics brands want, and what’s available to them
Metrics specific to the online medium
Some of the same metrics from the offline medium, and some metrics specific to the online medium
Exact same metrics as offline, and some additional metrics specific to the online medium
Exact same metrics as offline media, and nothing else
17%
29%
42%
12%
49%
29%
11%
12%
Metrics Brands Say They Want What Publishers Provide
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 14
There’s a clear disconnect between the metrics brands want, and what’s available to them
Used in the Past(top responses)
Brands• Likes/pins (77%)• Clickthroughs (73%)
Agencies• Likes/pins (86%)• Clickthroughs (79%)
Publishers• Clickthroughs (74%)• Views (68%)
Most Appropriate(top responses)
Brands• Sales generated (49%)• Brand lift (35%)
Agencies• Brand lift (52%)• Sales generated (46%)
Publishers• Brand lift (52%)• Shares/repost (38%)
Q. What metrics have you used in the past/think is most appropriate to measure paid social ROI?
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 15
The Industry Needs to Get on the Same Page
Define campaign’s primary advertisingobjective before campaign start
Establish metric that will be used tomeasure success before campaign start
Monitor performance for in-flightimprovements during campaign
Calculate ROI
98%
96%
96%
92%
32%
19%
23%
29%
Publishers Advertisers
What Advertisers Say Is Important for a Successful Campaign vs. What Publishers Say Actually Happens for Every Campaign
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 16
Opportunity for Improvement: Alignment Around Measurement
Clear link between social media advertising and Brand Lift
Clear link between social media advertising and Sales
0% 10% 20% 30% 40% 50% 60% 70%
53%
66%
46%
52%
AdvertisersAgencies
Q. What would increase your use of paid social media advertising?
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 17
Opportunity for Improvement: ROI and Benchmarks
Clarity around how to measure social media ROI
Social media benchmarks
65%
48%
58%
44%
Advertisers Agencies
Q. What would increase your use of paid social media advertising?
14% of brands said “no one” monitored the ROI
of their paid social media efforts
21% of brands said that they did not have social
media benchmarks
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 18
We’re working to bridge the gap
Nielsen will be releasing social media benchmarks
Benchmark the brand lift of your social media efforts against similar campaigns as measured by Vizu
A whitepaper with the results of this survey will be made available shortly
To obtain a copy, emailDarren Ellis at [email protected]