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Paid
Social
Media
Advertising
  Industry
  update
  and best
  practices
  2013
Methodology                                      Executive Summary
A survey commissioned by Vizu, a Nielsen         Social media has grown exponentially. One out of every 7 people in the world has
company, of more than 500 U.S. digital           a Facebook page. Nearly 4 in 5 active internet users visit social networks and blogs.
marketing and media professionals was            Accordingly, marketers are flocking to the medium. Whereas their customers are
conducted by Digiday in September                adopting the medium with purpose, however, marketers are approaching with
-October 2012 on current attitudes and           caution. Marketers are increasing budgets and using social media in conjunction
practices regarding paid social media            with other advertising channels, but return on investment (ROI) continues to be
advertising. Participants were contacted         a question. For this survey, we focused specifically on what marketers were doing
via email and asked to take an online            around paid social media advertising.
survey. Participants were first asked to
                                                 •	Paid social media advertising is growing – three quarters of advertisers surveyed
identify themselves as a Brand Marketer,
                                                   indicated that they use this channel, and 64 percent of advertisers said they were
Media Agency, or Publisher/ Social
                                                   increasing their paid social media advertising budgets in 2013, though for the
Platform. Each participant was then
                                                   most part the increase is modest.
presented with questions about their
approach to paid social media advertising        •	To fund this increase, advertisers are shifting budget from online and offline
specific to that classification. Results were      budgets into paid social media advertising.
summarized and cross-tabbed in order to
                                                 •	Advertisers are increasingly viewing paid social media advertising as an
identify consistencies or inconsistencies
                                                   integrated, cross-platform tactic, and are running it in conjunction with other
in each constituent’s viewpoints regarding
                                                   online and offline media.
paid social media advertising in 2013 and
opportunities to improve the outlook. A          •	Paid social media advertising is primarily being used to support branding-related
synopsis of those results is presented in          efforts. As a result of this and the increasingly cross-platform way that advertisers
this whitepaper.                                   are using the medium, advertisers “would prefer to use the exact same metrics
                                                   used in the offline medium, and additional metrics specific to the online medium”
                                                   to measure the effectiveness of their campaigns. Very few media sellers, however,
                                                   can actually provide this.
                                                 •	Metrics such as likes, pins, and click-throughs are often used to measure paid
                                                   social media advertising ROI, though advertisers and agencies think sales
                                                   generated and brand lift, which are brand-related and have cross-platform
                                                   applicability, are the most appropriate metrics to use to determine ROI. Media
                                                   sellers and agencies would do well to ensure that they are able to provide these
                                                   specific metrics to attract more social advertising dollars.
                                                 •	Unsurprisingly, many advertisers are doubtful or unconvinced about the
                                                   effectiveness of paid social media advertising, indicating that the growth of the
                                                   medium is being somewhat hampered by a lack of relevant, universally employed
                                                   metrics.
                                                 •	There is a clear opportunity to get everyone on the same page, particularly around
                                                   metrics. Some of the things that advertisers and agencies said would increase
                                                   their use of paid social media advertising are:
                                                     ––   A clear link between social media and sales generated and/or brand lift
                                                     ––   Clarity around how to measure social media ROI
                                                     ––   Social media benchmarks
                                                 Media sellers and agencies who invest in building out the capabilities required
                                                 to deliver these capabilities are likely to capture dollars related to social
                                                 media advertising.




2	       Copyright © 2013 The Nielsen Company.
Introduction                                        Fig. 1: How Advertisers and Agencies Use Social Media
Social media use among consumers has
exploded in recent years and shows no
sign of stopping. Facebook now has 1                 89%                                   0%
billion active users, or one out of every
seven people in the world1. Nearly four
in five active U.S. Internet users visit
social networks and blogs2. Accordingly,             71%                                   6%
marketers have flocked to the medium in
order to stay in front of their customers.
                                                    USE FREE TOOLS                        DON’T DO ANYTHINg WITH
                                                                                          SOCIAL MEDIA
How Advertisers
and Agencies Use
Social Media                                        75%
The term “social marketing” or “social
media marketing” typically refers to two                                                                  Advertisers
practices involving social media – the use
of free tools, such as Facebook, Twitter,
                                                    81%                                                   agencies
or YouTube, and paid media, such as
paid ads on Facebook or sponsoring blog             PURCHASE MEDIA AND/OR SPONSOR
content. Unsurprisingly, free tools are             CONTENT
popular – 89 percent of the advertisers we
surveyed indicated that they use free social
media tools. However, paid social media
advertising is close behind at 75 percent.
Among agencies, paid social media has               Fig. 2: Advertisers: Percentage of 2012 Online Budget Dedicated to
overtaken the use of free tools. <Fig. 1>           Social Media Advertising
Social marketing, whether free or paid, is
heavily used by advertisers and agencies.
Every advertiser that we surveyed indicated
that they did something with social media,
                                                                 70%
and only 6 percent of agencies that we                   1-10%
surveyed said that they did not do anything          of budget
with social media.

Though paid social media advertising is
increasing, it is still a relatively new practice
                                                                 18%
among advertisers. Most of the advertisers             11-20%
and agencies surveyed indicated that                 of budget
they had been using paid social media
advertising for less than three years, with 20
percent indicating they had only started in
the last year, demonstrating that this is still
                                                                 13%
a maturing field.                                        21%+
                                                     of budget
This is also supported by the share of
budget that marketers allocated to paid
social media advertising in the last year. The
majority of advertisers (70%) indicated that
less than one-tenth of their overall 2012
online advertising budget was dedicated to
paid social media advertising. <Fig. 2>
                                                                                                                  1
                                                                                                                      Facebook, October 2012
                                                                                                                           2
                                                                                                                             Nielsen, July 2012




                                                                               	      Copyright © 2013 The Nielsen Company.	                 3
Paid Social Media Advertising Budgets are Growing, at the Expense
of Other Channels
The majority (64%) of advertisers surveyed indicated they expect to increase their paid social media advertising
budget for 2013 <Fig. 3>; however, those increases will be modest – between 1-10 percent. <Fig. 4>


 Fig. 3: Advertiser Outlook for Paid Social
                                                                          Fig. 4: Paid Social Ad BudgetS will grow by…
 Advertising Budgets

                                          2%                                        41%




              34%




                                                 64%

                                                                                                      15%

                                                                                                                   11%



     Increase               Stay the Same            Decrease                      1-10%             11-20%        21%+




                                                                                  64% of advertisers
                                                                                  surveyed indicated
                                                                                  they expect to
                                                                                  increase their
                                                                                  paid social media
                                                                                  advertising budget
                                                                                  for 2013.




4	       Copyright © 2013 The Nielsen Company.
More than two-thirds (41%) of advertisers
                                                 Fig. 5: Where Dollars for Social Media Advertising are Coming From
surveyed said that “social media had its
own dedicated budget,” indicating that
their organization has dollars earmarked                                                                                 23%
specifically for that purpose. <Fig. 5>                                                41%
However, most advertisers indicated that                             None, social                             From
they would be increasing their 2013 paid                             media has its                        online display
social media advertising budget at the                              own dedicated
expense of other channels. Nearly one-                                 budget
quarter (23%) of advertisers indicated they
would be shifting budget away from online
display to paid social media advertising,
while 10 percent of advertisers indicated
                                                                               10%
they would be shifting budget away from
other online channels – namely rich media                                                                                   39%
and video.
                                                                     From other                            From OFFLINE
Surprisingly, 39 percent of advertisers                            online channels                           CHANNELS
indicated that they would be shifting some
of their offline budget into online paid
social media advertising, pointing to a
growing consideration of paid social media
as a cross-platform tactic.                                                                Advertisers




Paid Social Media Advertising is an Integrated, Mostly Branding-Focused Tactic
Paid social media advertising is increasingly being viewed as an integrated tactic – 66 percent of advertisers indicated that they use
paid social media advertising in combination with other online advertising, and 51 percent of advertisers indicated that they run it in
conjunction with offline advertising. <Fig. 6, Fig. 7> Agencies reported a similar degree of integration. Only 5 percent of advertisers
responded that they “rarely” or “never” run their paid social media advertising efforts in conjunction with other online tactics,
indicating a low incidence of social-only campaigns.


 Fig. 6: How Often Do You Run Social Ads with                              Fig. 7: How Often Do You Run Social Ads with
 Online Advertising?                                                       Offline Advertising?


               71%                                                                                                       Advertisers
         66%                                                                                                             agencies


                                                                                     51%
                                                                                           41%                39%
                                                                                                        31%



                                                                                                                                  20%
                                                                                                                            18%

                            11%                11%
                                  7%                 5%

      Most or all        Half of the          Rarely or                         Most or all          Half of the          Rarely or
      of the time        time or less           never                           of the time          time or less           never




                                                                                       	         Copyright © 2013 The Nielsen Company.	   5
When asked which online tactics they
                                                 Fig. 8: PAID SOCIAL MEDIA ADVERTISING OBJECTIVES
typically run their paid social media
advertising efforts in conjunction with,
advertisers’ top three responses were
                                                         Primarily branding related,                                                 45%
online display (83%), online video (46%),        e.g. raising awareness, influencing
and mobile (40%). In the offline world,                              brand opinions                                31%
advertisers’ paid social media advertising
campaigns were mostly combined with
print (52%), followed by TV (37%).               Primarily direct-response related,                16%
                                                         e.g. driving product trials
Advertisers said that the primary purpose                              or site visits            15%
of their paid social media ads was
branding-related (45%), such as raising
awareness and influencing brand opinions,                A mix of both--more than                           25%
whereas only 16 percent was primarily                              half is branding
direct-response related, such as driving                                                                        29%
product trials or site visits. <Fig. 8> In
addition, when the campaign was a mix of
both, a quarter (25%) of advertisers said                A mix of both--more than                14%
more than half was branding-related.                        half is direct-response
                                                                                                             25%
Brand marketers are viewing paid social
media advertising as a branding tool,
and more often than not are running it in
conjunction with other tactics across both                                 Advertisers            agencies
online and offline platforms. Agencies and
social media sellers should ensure they
can offer brand-relevant metrics that are
applicable to the online and offline spaces
to increase their share of brand advertising
dollars in the paid social medium. Paid
social media advertising is not being
treated as a stand-alone tactic, but being
as part of a set of marketing tools to
influence brand opinions.



ROI is still a Tricky Question But Cross-Platform Consistency is Preferred
Advertisers are taking a more cross-platform approach with paid social media advertising, so it’s not surprising that advertisers
desire metrics that can span across both online and offline mediums and allow them to measure the different tactics they
employ in a consistent manner. When asked what metrics they would like to use to calculate ROI, brand marketers indicated
by a wide margin that they would prefer to use the “exact same metrics used in the offline medium, and additional metrics
specific to the online medium.”<Fig. 9> This is reinforced by the fact that the majority of their campaigns’ primary objective is
brandingrelated, as relevant brand metrics are commonplace in the offline world but scarce in the online medium. This response
also demonstrates, however, that advertisers recognize there is a unique aspect of the online medium that does not exist offline
that they can use to their advantage – for example, the opportunity to validate the effectiveness of the campaign directly against
the campaign audience.
Unfortunately, only 11 percent of media sellers surveyed indicated they were able to provide these types of metrics. <Fig. 10>
The majority of media sellers surveyed indicated they could provide metrics that were “specific to the online medium.” As only
17 percent of advertisers surveyed were interested in online-specific metrics, there is clearly a disconnect between the metrics
advertisers want and what is available to them.




6	       Copyright © 2013 The Nielsen Company.
Fig. 9: Metrics Advertisers Would Like to Use                               Fig. 10: Metrics Publishers Can Provide

                                                                                                                                     49%
                     42%                 Advertisers                                                     PUBLISHERS




                                     29%                                                                            29%



                                                      17%
       12%                                                                        12%               11%




    Exact same    Exact same         Some of         Metrics                   Exact same        Exact same        Some of         Metrics
      metrics       metrics         the same        specific to                   metrics           metrics        the same        specific to
     as offline    as offline,    metrics from      the online                  as offline        as offline,   metrics from      the online
    media, and        and          the offline       medium                    media, and            and         the offline       medium
      nothing        some           medium,                                      nothing            some          medium,
        else      additional       and some                                        else          additional      and some
                    metrics          metrics                                                       metrics         metrics
                  specific to       specific to                                                    specific to      specific to
                  the online       the online                                                    the online      the online
                    medium           medium                                                        medium          medium



Reflecting the fact that media sellers           specific actions that a computer can count          Fig. 11: TOP METRICS FOR SOCIAL ROI
typically report online-specific metrics, the    out. However, what the industry really
top two metrics advertisers and agencies         wants is insight into the campaign’s impact
said they had used to measure paid social        on the audience – brand lift and sales              What Media Sellers Indicate They Use
media advertising ROI in the past were           generated. It is not a coincidence that these
“likes/pins” and “click-throughs.” <Fig.         metrics translate to both offline and online
11> Media sellers indicated that they            mediums. Media buyers should ensure that
were using “click-throughs” and “views.”         they are using these relevant metrics to get                        Likes/pins
However, when asked what metric is most          an accurate assessment of campaign ROI.
                                                                                                                Click-throughs
appropriate to measure paid social media
advertising ROI, advertisers and agencies        Unsurprisingly, the “metrics morass” has
                                                 left the industry unsure of paid social                               Views
responded “brand lift” (52% and 35%,
respectively) and “sales generated” (49%         media advertising’s effectiveness. Two-
and 46%). Media sellers also thought that        thirds of advertisers surveyed said that
“brand lift” was the most appropriate            paid social advertising “moves the needle
metric to measure paid social advertising        when combined with other efforts, but
                                                                                                        What Advertisers and Agencies
ROI (52%), in addition to “shares/reposts”       [they are] not sure how to measure ROI”
                                                                                                        Indicate are Most Appropriate
(38%). There is a clear opportunity for          or that “it’s a promising new tactic, but
media sellers to capture more brand dollars      its effectiveness is unknown.” <Fig. 12>
by offering relevant brand lift metrics.         Six percent of advertisers surveyed flat
                                                 out said that paid social media advertising
This “metrics morass,” or data overload,                                                                        Sales Generated
                                                 does not work. Media sellers who are able
is preventing marketers from clearly             to provide relevant brand metrics, and who                         Brand Lift
understanding the effectiveness of their         proactively make improvements to ensure
paid social media advertising campaigns.         the campaign’s effectiveness, will have the                     Shares/Reposts
The industry is going after the low hanging      upper hand in capturing dollars from those
fruit when it comes to ROI metrics. Likes/       advertisers on the fence about paid social
pins, click-throughs, and views are online-      media advertising’s effectiveness.




                                                                                        	          Copyright © 2013 The Nielsen Company.	      7
Improvement                                       Fig. 12: Media Buyer Views on Paid Social Media Advertising Effectiveness
Opportunity
Getting on the Same Page
There is a clear opportunity for increased
                                                 29%                                             33%
collaboration between media buyers and
sellers. Nearly all advertisers indicated
that “defining the campaign’s primary
advertising objective before campaign
                                                 27%                                             43%
start” and “establishing the metric
that will be used to measure success
                                                 It’s eFFective and produces                     I think it moves the needle when
before campaign start” was either “very
                                                 measurable ROI (with ROI deFIned as             combined with other eFForts, but
important” or “somewhat important”
                                                 metric achieved per dollar spent)               I’m not sure how to measure ROI
for a successful paid social media
advertising campaign. However, the media
sellers surveyed indicated that these
communications were actually happening
less than one-third of the time. <Fig. 13>       33%                                             6%
Advertisers indicated that it was important
to calculate ROI—it speaks to the metrics
morass that this figure is not 100 percent—
though media sellers indicated that this         27%                                             3%
was actually happening less than one-third
of the time.
Media sellers and buyers should invest           It’s a promising new tactic, but its            I don’t think it works
                                                 eFFectiveness is unknown
in systems that allow everyone involved
in the campaign to directly collaborate
around improving the campaign’s brand
performance. This investment would help                                    Advertisers               agencies
media buyers increase campaign ROI,
and media sellers’ ability to offer such
collaboration would attract more
brand dollars.
                                                  Fig. 13: What Advertisers Say is Important for a Successful Campaign
Improvement (and                                  vs. What Publishers Say Happens for Every Campaign
Business) Opportunity
                                                        Define campaign’s primary                                            98%
Align Campaign Measurement                             advertising objective before
around Sales and Brand Lift                                         campaign start             32%

Speaking to the same “metrics morass”
that plagues the industry, 58 percent of                 Establish metric that will                                        96%
advertisers and 65 percent of agencies                be used to measure success
indicated that “clarity around how                                                       19%
                                                            before campaign start
to measure social media ROI” would
lead them to increase their use of paid
                                                                                                                          92%
social media advertising. <Fig. 14> The                              Calculate ROI
confusion is so prevalent that 14 percent                                                      29%
of brands said “no one” monitored the
ROI of their paid social media efforts.
                                                                             Advertisers              PUBLISHERS




8	       Copyright © 2013 The Nielsen Company.
Specifically, 52 percent of advertisers
                                              Fig. 14: ROI Clarity Would Increase Paid Social Media Advertising Use
and 66 percent of agencies said a “clear
link between social media advertising
and sales” would increase their use of
paid social media advertising. <Fig. 15>
Roughly half of advertisers (46%) and
agencies (53%) also indicated a “clear
link between social media advertising                                        Clarity around
and brand lift.” As noted, these are the                             58%     how to measure                                    65%

metrics that advertisers and agencies                                        social media ROI
think are the most appropriate for
measuring the ROI of their paid social
media advertising efforts.

                                                                        Advertisers          agencies
Improvement
Opportunity
Social Media Benchmarks                       Fig. 15: What Would Increase Media Buyer Use of Paid Social
                                              Media Advertising
In addition to clarity around how they
are doing, marketers have indicated that
they would also like to understand how
they’re doing in comparison to the rest       52%                                      46%
of the industry. Nearly half of advertisers
(44%) and agencies (48%) said that the
availability of “social media benchmarks”
would lead them to increase their use
of paid social media advertising, as well     66%                                      53%
as provide some context for their social
media performance. <Fig. 16> Currently,
advertisers receive benchmarks from a         Clear link between social media         Clear link between social media
disparate variety of sources, ranging from    advertising and Sales                   advertising and Brand Lift
internal benchmarks they keep themselves
to benchmarks from their agencies and
vendors. However, one-fifth (21%) of
advertisers say that they do not have any     Fig. 16: Social Media Benchmarks Would Increase Media Buyer Use
social media benchmarks, leaving them         of Paid Social Media Advertising
in the dark as to how they compare to
the rest of the industry. When evaluating
partners to work with, or measurement
tools to adopt, media sellers and buyers
                                              44%
should look for the ability to compare
their campaign to industry norms or to

                                              48%
internal benchmarks.




                                              SOCIAL MEDIA BENCHMARKS



                                                  Advertisers              agencies




                                                                                	     Copyright © 2013 The Nielsen Company.	         9
CONCLUSION
Marketers are increasingly viewing and using paid social media advertising as an integrated tool. Social media is no longer
being viewed as its own discrete medium but instead used alongside other tactics to achieve an overall, usually branding-
related, objective. However, there is a gap between how marketers would like to use the medium and the current reality.

This gap is the most pronounced when it comes to measuring ROI. There is an opportunity for the industry to work together
and get on the same page, especially around providing and using the right metrics.
By addressing the “metrics morass” that plagues advertisers, agencies, and media providers alike, the industry can address
the challenges highlighted and help grow the medium so that advertising spend on social media equates to consumer usage.




About VizU
Vizu, a Nielsen company, brings offline advertising effectiveness metrics to the online medium. By providing the first real-time,
enterprise technology platform that allows digital advertisers and their partners– publishers, ad networks, exchanges and demand-
side platforms – to collaborate directly around measuring and optimizing brand lift metrics, Vizu enables brands to move consumers
through the purchase funnel, from building awareness to creating intent and preference. Used by over 60% of Advertising Age’s Top
100 Brand Advertisers and the majority of the 50 largest online publishers and networks, Vizu’s platform is now part of the Nielsen
Brand Effect and Nielsen Campaign Ratings suites, which deliver advertising reach and resonance metrics across media. To learn
more, visit www.brandlift.com.




ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in
marketing and consumer information, television and other media measurement, online intelligence, mobile measurement,
trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York,
USA and Diemen, the Netherlands.

For more information, visit www.nielsen.com.




Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN
Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 13/5925




10	       Copyright © 2013 The Nielsen Company.

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Nielsen paid-social-media-adv-report-2013

  • 1. Paid Social Media Advertising Industry update and best practices 2013
  • 2. Methodology Executive Summary A survey commissioned by Vizu, a Nielsen Social media has grown exponentially. One out of every 7 people in the world has company, of more than 500 U.S. digital a Facebook page. Nearly 4 in 5 active internet users visit social networks and blogs. marketing and media professionals was Accordingly, marketers are flocking to the medium. Whereas their customers are conducted by Digiday in September adopting the medium with purpose, however, marketers are approaching with -October 2012 on current attitudes and caution. Marketers are increasing budgets and using social media in conjunction practices regarding paid social media with other advertising channels, but return on investment (ROI) continues to be advertising. Participants were contacted a question. For this survey, we focused specifically on what marketers were doing via email and asked to take an online around paid social media advertising. survey. Participants were first asked to • Paid social media advertising is growing – three quarters of advertisers surveyed identify themselves as a Brand Marketer, indicated that they use this channel, and 64 percent of advertisers said they were Media Agency, or Publisher/ Social increasing their paid social media advertising budgets in 2013, though for the Platform. Each participant was then most part the increase is modest. presented with questions about their approach to paid social media advertising • To fund this increase, advertisers are shifting budget from online and offline specific to that classification. Results were budgets into paid social media advertising. summarized and cross-tabbed in order to • Advertisers are increasingly viewing paid social media advertising as an identify consistencies or inconsistencies integrated, cross-platform tactic, and are running it in conjunction with other in each constituent’s viewpoints regarding online and offline media. paid social media advertising in 2013 and opportunities to improve the outlook. A • Paid social media advertising is primarily being used to support branding-related synopsis of those results is presented in efforts. As a result of this and the increasingly cross-platform way that advertisers this whitepaper. are using the medium, advertisers “would prefer to use the exact same metrics used in the offline medium, and additional metrics specific to the online medium” to measure the effectiveness of their campaigns. Very few media sellers, however, can actually provide this. • Metrics such as likes, pins, and click-throughs are often used to measure paid social media advertising ROI, though advertisers and agencies think sales generated and brand lift, which are brand-related and have cross-platform applicability, are the most appropriate metrics to use to determine ROI. Media sellers and agencies would do well to ensure that they are able to provide these specific metrics to attract more social advertising dollars. • Unsurprisingly, many advertisers are doubtful or unconvinced about the effectiveness of paid social media advertising, indicating that the growth of the medium is being somewhat hampered by a lack of relevant, universally employed metrics. • There is a clear opportunity to get everyone on the same page, particularly around metrics. Some of the things that advertisers and agencies said would increase their use of paid social media advertising are: –– A clear link between social media and sales generated and/or brand lift –– Clarity around how to measure social media ROI –– Social media benchmarks Media sellers and agencies who invest in building out the capabilities required to deliver these capabilities are likely to capture dollars related to social media advertising. 2 Copyright © 2013 The Nielsen Company.
  • 3. Introduction Fig. 1: How Advertisers and Agencies Use Social Media Social media use among consumers has exploded in recent years and shows no sign of stopping. Facebook now has 1 89% 0% billion active users, or one out of every seven people in the world1. Nearly four in five active U.S. Internet users visit social networks and blogs2. Accordingly, 71% 6% marketers have flocked to the medium in order to stay in front of their customers. USE FREE TOOLS DON’T DO ANYTHINg WITH SOCIAL MEDIA How Advertisers and Agencies Use Social Media 75% The term “social marketing” or “social media marketing” typically refers to two Advertisers practices involving social media – the use of free tools, such as Facebook, Twitter, 81% agencies or YouTube, and paid media, such as paid ads on Facebook or sponsoring blog PURCHASE MEDIA AND/OR SPONSOR content. Unsurprisingly, free tools are CONTENT popular – 89 percent of the advertisers we surveyed indicated that they use free social media tools. However, paid social media advertising is close behind at 75 percent. Among agencies, paid social media has Fig. 2: Advertisers: Percentage of 2012 Online Budget Dedicated to overtaken the use of free tools. <Fig. 1> Social Media Advertising Social marketing, whether free or paid, is heavily used by advertisers and agencies. Every advertiser that we surveyed indicated that they did something with social media, 70% and only 6 percent of agencies that we 1-10% surveyed said that they did not do anything of budget with social media. Though paid social media advertising is increasing, it is still a relatively new practice 18% among advertisers. Most of the advertisers 11-20% and agencies surveyed indicated that of budget they had been using paid social media advertising for less than three years, with 20 percent indicating they had only started in the last year, demonstrating that this is still 13% a maturing field. 21%+ of budget This is also supported by the share of budget that marketers allocated to paid social media advertising in the last year. The majority of advertisers (70%) indicated that less than one-tenth of their overall 2012 online advertising budget was dedicated to paid social media advertising. <Fig. 2> 1 Facebook, October 2012 2 Nielsen, July 2012 Copyright © 2013 The Nielsen Company. 3
  • 4. Paid Social Media Advertising Budgets are Growing, at the Expense of Other Channels The majority (64%) of advertisers surveyed indicated they expect to increase their paid social media advertising budget for 2013 <Fig. 3>; however, those increases will be modest – between 1-10 percent. <Fig. 4> Fig. 3: Advertiser Outlook for Paid Social Fig. 4: Paid Social Ad BudgetS will grow by… Advertising Budgets 2% 41% 34% 64% 15% 11% Increase Stay the Same Decrease 1-10% 11-20% 21%+ 64% of advertisers surveyed indicated they expect to increase their paid social media advertising budget for 2013. 4 Copyright © 2013 The Nielsen Company.
  • 5. More than two-thirds (41%) of advertisers Fig. 5: Where Dollars for Social Media Advertising are Coming From surveyed said that “social media had its own dedicated budget,” indicating that their organization has dollars earmarked 23% specifically for that purpose. <Fig. 5> 41% However, most advertisers indicated that None, social From they would be increasing their 2013 paid media has its online display social media advertising budget at the own dedicated expense of other channels. Nearly one- budget quarter (23%) of advertisers indicated they would be shifting budget away from online display to paid social media advertising, while 10 percent of advertisers indicated 10% they would be shifting budget away from other online channels – namely rich media 39% and video. From other From OFFLINE Surprisingly, 39 percent of advertisers online channels CHANNELS indicated that they would be shifting some of their offline budget into online paid social media advertising, pointing to a growing consideration of paid social media as a cross-platform tactic. Advertisers Paid Social Media Advertising is an Integrated, Mostly Branding-Focused Tactic Paid social media advertising is increasingly being viewed as an integrated tactic – 66 percent of advertisers indicated that they use paid social media advertising in combination with other online advertising, and 51 percent of advertisers indicated that they run it in conjunction with offline advertising. <Fig. 6, Fig. 7> Agencies reported a similar degree of integration. Only 5 percent of advertisers responded that they “rarely” or “never” run their paid social media advertising efforts in conjunction with other online tactics, indicating a low incidence of social-only campaigns. Fig. 6: How Often Do You Run Social Ads with Fig. 7: How Often Do You Run Social Ads with Online Advertising? Offline Advertising? 71% Advertisers 66% agencies 51% 41% 39% 31% 20% 18% 11% 11% 7% 5% Most or all Half of the Rarely or Most or all Half of the Rarely or of the time time or less never of the time time or less never Copyright © 2013 The Nielsen Company. 5
  • 6. When asked which online tactics they Fig. 8: PAID SOCIAL MEDIA ADVERTISING OBJECTIVES typically run their paid social media advertising efforts in conjunction with, advertisers’ top three responses were Primarily branding related, 45% online display (83%), online video (46%), e.g. raising awareness, influencing and mobile (40%). In the offline world, brand opinions 31% advertisers’ paid social media advertising campaigns were mostly combined with print (52%), followed by TV (37%). Primarily direct-response related, 16% e.g. driving product trials Advertisers said that the primary purpose or site visits 15% of their paid social media ads was branding-related (45%), such as raising awareness and influencing brand opinions, A mix of both--more than 25% whereas only 16 percent was primarily half is branding direct-response related, such as driving 29% product trials or site visits. <Fig. 8> In addition, when the campaign was a mix of both, a quarter (25%) of advertisers said A mix of both--more than 14% more than half was branding-related. half is direct-response 25% Brand marketers are viewing paid social media advertising as a branding tool, and more often than not are running it in conjunction with other tactics across both Advertisers agencies online and offline platforms. Agencies and social media sellers should ensure they can offer brand-relevant metrics that are applicable to the online and offline spaces to increase their share of brand advertising dollars in the paid social medium. Paid social media advertising is not being treated as a stand-alone tactic, but being as part of a set of marketing tools to influence brand opinions. ROI is still a Tricky Question But Cross-Platform Consistency is Preferred Advertisers are taking a more cross-platform approach with paid social media advertising, so it’s not surprising that advertisers desire metrics that can span across both online and offline mediums and allow them to measure the different tactics they employ in a consistent manner. When asked what metrics they would like to use to calculate ROI, brand marketers indicated by a wide margin that they would prefer to use the “exact same metrics used in the offline medium, and additional metrics specific to the online medium.”<Fig. 9> This is reinforced by the fact that the majority of their campaigns’ primary objective is brandingrelated, as relevant brand metrics are commonplace in the offline world but scarce in the online medium. This response also demonstrates, however, that advertisers recognize there is a unique aspect of the online medium that does not exist offline that they can use to their advantage – for example, the opportunity to validate the effectiveness of the campaign directly against the campaign audience. Unfortunately, only 11 percent of media sellers surveyed indicated they were able to provide these types of metrics. <Fig. 10> The majority of media sellers surveyed indicated they could provide metrics that were “specific to the online medium.” As only 17 percent of advertisers surveyed were interested in online-specific metrics, there is clearly a disconnect between the metrics advertisers want and what is available to them. 6 Copyright © 2013 The Nielsen Company.
  • 7. Fig. 9: Metrics Advertisers Would Like to Use Fig. 10: Metrics Publishers Can Provide 49% 42% Advertisers PUBLISHERS 29% 29% 17% 12% 12% 11% Exact same Exact same Some of Metrics Exact same Exact same Some of Metrics metrics metrics the same specific to metrics metrics the same specific to as offline as offline, metrics from the online as offline as offline, metrics from the online media, and and the offline medium media, and and the offline medium nothing some medium, nothing some medium, else additional and some else additional and some metrics metrics metrics metrics specific to specific to specific to specific to the online the online the online the online medium medium medium medium Reflecting the fact that media sellers specific actions that a computer can count Fig. 11: TOP METRICS FOR SOCIAL ROI typically report online-specific metrics, the out. However, what the industry really top two metrics advertisers and agencies wants is insight into the campaign’s impact said they had used to measure paid social on the audience – brand lift and sales What Media Sellers Indicate They Use media advertising ROI in the past were generated. It is not a coincidence that these “likes/pins” and “click-throughs.” <Fig. metrics translate to both offline and online 11> Media sellers indicated that they mediums. Media buyers should ensure that were using “click-throughs” and “views.” they are using these relevant metrics to get Likes/pins However, when asked what metric is most an accurate assessment of campaign ROI. Click-throughs appropriate to measure paid social media advertising ROI, advertisers and agencies Unsurprisingly, the “metrics morass” has left the industry unsure of paid social Views responded “brand lift” (52% and 35%, respectively) and “sales generated” (49% media advertising’s effectiveness. Two- and 46%). Media sellers also thought that thirds of advertisers surveyed said that “brand lift” was the most appropriate paid social advertising “moves the needle metric to measure paid social advertising when combined with other efforts, but What Advertisers and Agencies ROI (52%), in addition to “shares/reposts” [they are] not sure how to measure ROI” Indicate are Most Appropriate (38%). There is a clear opportunity for or that “it’s a promising new tactic, but media sellers to capture more brand dollars its effectiveness is unknown.” <Fig. 12> by offering relevant brand lift metrics. Six percent of advertisers surveyed flat out said that paid social media advertising This “metrics morass,” or data overload, Sales Generated does not work. Media sellers who are able is preventing marketers from clearly to provide relevant brand metrics, and who Brand Lift understanding the effectiveness of their proactively make improvements to ensure paid social media advertising campaigns. the campaign’s effectiveness, will have the Shares/Reposts The industry is going after the low hanging upper hand in capturing dollars from those fruit when it comes to ROI metrics. Likes/ advertisers on the fence about paid social pins, click-throughs, and views are online- media advertising’s effectiveness. Copyright © 2013 The Nielsen Company. 7
  • 8. Improvement Fig. 12: Media Buyer Views on Paid Social Media Advertising Effectiveness Opportunity Getting on the Same Page There is a clear opportunity for increased 29% 33% collaboration between media buyers and sellers. Nearly all advertisers indicated that “defining the campaign’s primary advertising objective before campaign 27% 43% start” and “establishing the metric that will be used to measure success It’s eFFective and produces I think it moves the needle when before campaign start” was either “very measurable ROI (with ROI deFIned as combined with other eFForts, but important” or “somewhat important” metric achieved per dollar spent) I’m not sure how to measure ROI for a successful paid social media advertising campaign. However, the media sellers surveyed indicated that these communications were actually happening less than one-third of the time. <Fig. 13> 33% 6% Advertisers indicated that it was important to calculate ROI—it speaks to the metrics morass that this figure is not 100 percent— though media sellers indicated that this 27% 3% was actually happening less than one-third of the time. Media sellers and buyers should invest It’s a promising new tactic, but its I don’t think it works eFFectiveness is unknown in systems that allow everyone involved in the campaign to directly collaborate around improving the campaign’s brand performance. This investment would help Advertisers agencies media buyers increase campaign ROI, and media sellers’ ability to offer such collaboration would attract more brand dollars. Fig. 13: What Advertisers Say is Important for a Successful Campaign Improvement (and vs. What Publishers Say Happens for Every Campaign Business) Opportunity Define campaign’s primary 98% Align Campaign Measurement advertising objective before around Sales and Brand Lift campaign start 32% Speaking to the same “metrics morass” that plagues the industry, 58 percent of Establish metric that will 96% advertisers and 65 percent of agencies be used to measure success indicated that “clarity around how 19% before campaign start to measure social media ROI” would lead them to increase their use of paid 92% social media advertising. <Fig. 14> The Calculate ROI confusion is so prevalent that 14 percent 29% of brands said “no one” monitored the ROI of their paid social media efforts. Advertisers PUBLISHERS 8 Copyright © 2013 The Nielsen Company.
  • 9. Specifically, 52 percent of advertisers Fig. 14: ROI Clarity Would Increase Paid Social Media Advertising Use and 66 percent of agencies said a “clear link between social media advertising and sales” would increase their use of paid social media advertising. <Fig. 15> Roughly half of advertisers (46%) and agencies (53%) also indicated a “clear link between social media advertising Clarity around and brand lift.” As noted, these are the 58% how to measure 65% metrics that advertisers and agencies social media ROI think are the most appropriate for measuring the ROI of their paid social media advertising efforts. Advertisers agencies Improvement Opportunity Social Media Benchmarks Fig. 15: What Would Increase Media Buyer Use of Paid Social Media Advertising In addition to clarity around how they are doing, marketers have indicated that they would also like to understand how they’re doing in comparison to the rest 52% 46% of the industry. Nearly half of advertisers (44%) and agencies (48%) said that the availability of “social media benchmarks” would lead them to increase their use of paid social media advertising, as well 66% 53% as provide some context for their social media performance. <Fig. 16> Currently, advertisers receive benchmarks from a Clear link between social media Clear link between social media disparate variety of sources, ranging from advertising and Sales advertising and Brand Lift internal benchmarks they keep themselves to benchmarks from their agencies and vendors. However, one-fifth (21%) of advertisers say that they do not have any Fig. 16: Social Media Benchmarks Would Increase Media Buyer Use social media benchmarks, leaving them of Paid Social Media Advertising in the dark as to how they compare to the rest of the industry. When evaluating partners to work with, or measurement tools to adopt, media sellers and buyers 44% should look for the ability to compare their campaign to industry norms or to 48% internal benchmarks. SOCIAL MEDIA BENCHMARKS Advertisers agencies Copyright © 2013 The Nielsen Company. 9
  • 10. CONCLUSION Marketers are increasingly viewing and using paid social media advertising as an integrated tool. Social media is no longer being viewed as its own discrete medium but instead used alongside other tactics to achieve an overall, usually branding- related, objective. However, there is a gap between how marketers would like to use the medium and the current reality. This gap is the most pronounced when it comes to measuring ROI. There is an opportunity for the industry to work together and get on the same page, especially around providing and using the right metrics. By addressing the “metrics morass” that plagues advertisers, agencies, and media providers alike, the industry can address the challenges highlighted and help grow the medium so that advertising spend on social media equates to consumer usage. About VizU Vizu, a Nielsen company, brings offline advertising effectiveness metrics to the online medium. By providing the first real-time, enterprise technology platform that allows digital advertisers and their partners– publishers, ad networks, exchanges and demand- side platforms – to collaborate directly around measuring and optimizing brand lift metrics, Vizu enables brands to move consumers through the purchase funnel, from building awareness to creating intent and preference. Used by over 60% of Advertising Age’s Top 100 Brand Advertisers and the majority of the 50 largest online publishers and networks, Vizu’s platform is now part of the Nielsen Brand Effect and Nielsen Campaign Ratings suites, which deliver advertising reach and resonance metrics across media. To learn more, visit www.brandlift.com. ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com. Copyright © 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 13/5925 10 Copyright © 2013 The Nielsen Company.