Research: Social Media Spend Grabs Larger Share Of Ad Budgets

Research

What: 20% of agencies are likely to allocate between 11-25% of their ad budgets to paid social media, a 24% increase from the previous quarter.24% of agencies are allocating 6-10% to paid social, according to an agency survey conducted by STRATA.
Why it matters: The rise in social media ad spend has created a more complicated media planning picture for agencies. Media mix comes as the biggest challenge facing 40% of agencies.

8583949219_f55657573e_mSocial media advertising is garnering a larger share of advertising budgets, according to a recent second quarter agency survey conducted by STRATA,  a media buying and selling software firm with over US$50 billion in ad transactions passing through its systems each year.

The survey found that 20% of agencies report they are likely to allocate between 11-25% of their ad budgets to paid social media, representing a 24% increase from the previous quarter. An additional 24% of agencies are allocating 6-10% to paid social.

  • Facebook continues to lead in agency advertising as 93% plan on using it in their campaigns
  • followed by YouTube (57%)
  • Twitter (52%)
  • LinkedIn (29%).

The rise in social media ad spend and newer advertising mediums has created a more complicated media planning picture for agencies. Media mix surpassed client attractions and comes in overwhelmingly as the biggest challenge facing 40% of agencies, marking an 85% increase from the same time last year. Following media mix was client attraction (24% of agencies) and client spending (11%). Similarly, 22% of agencies expect their clients to make minor budget cuts from last year.

"There's an undeniable correlation between the rise in social media advertising with mobile device behavior," said Joy Baer, President of STRATA. "Agencies and advertisers are going to follow their audience. Mobile users are checking Facebook and Twitter throughout the day. So when you consider that around 60% of digital media time spent in the US is on smartphones and tablets, then it makes perfect sense to reach the audience in the apps that they're already accessing."

46% of agencies report they are still unsure if they trust programmatic to execute their ad buys.

Programmatic buying

A key technology many advertisers are increasingly turning to is programmatic buying, which has been steadily gaining the confidence of agencies.

  •  46% of agencies report they are still unsure if they trust programmatic to execute their ad buys
  • 20% do trust programmatic(a 49% increase from last quarter)
  •  only 11% say they do not trust it(a drop of 32% compared to a year ago)
  • 244% more say they are using programmatic to carry out between 20-40% of their business (17% of agencies overall)
  • Thirty-nine percent use programmatic for 10-20% of their ad buys(an 18% increase from a year ago)

The biggest remaining concern regarding programmatic, however, is transparency into inventory sources (54% of agencies) followed by quality of inventory (50%).

Other key findings

  • 22% are more interested in spot cable than they were a year ago (up 55% from last quarter), while 22% are less interested (down 13% from last quarter).
  • 20% are more interested in advertising on spot TV than they were last year.
  • 66% are more interested in advertising on streaming/online video than they were last year (up 45% from a year ago).
  • 39% expect their growth in the second half of the year to better than the first. 52% say they expect their future growth to be the same as it was in the first half of the year.

Get ready for #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


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