DBS: Nielsen Workshop: State of the Paid Social Advertising Industry

Paid Social Advertising
State of the Industry Survey
in conjunction with

December, 2012
www.brandlift.com COPYRIGHT 2012 VIZU CORPORATION | ALL RIGHTS RESERVED 1

What we do
Reach the Right People Influence their Opinion

Reach
Resonance

Reaction
Impact their Behavior


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

Being
• Social has revolutionized the way consumers
released
and brands interact today!


About the Paid Social Ad Survey

• Surveyed brand advertisers, agencies and publishers

• Surveyed in September 2012

• 500+ responses


Paid Social is Part of the Marketer’s Toolkit
Q. Please describe your organization’s social media activities

Use free tools such as Facebook, Twitter, and YouTube 89%
to spread content organically 71%

Purchase media and/or sponsor content on social 75%
sites or platforms for social campaigns 81%

Don’t do anything with social media
0%
6%

Advertisers Agencies


Paid Social Tactics Range Widely
Q. Which paid social media advertising tactics have you leveraged in 2012?
(top responses)
Advertising on social networking sites 86%
(e.g. Facebook and Twitter ads) 91%

Blogs / blog platforms 55%
54%

Social ad networks / platforms 43%
47%

Video sharing platforms 43%
46%


Paid Social is Still Maturing
Q. How long has your organization used paid social media advertising?
Just getting started 20%
4%
1 year 16%
13%
2 years 16%
17% Advertisers
3 years 25% Agencies
27%
4 years 9%
15%
5+ years 14%
24%


Paid Social Spending is Increasing
Brands: For 2013, do you expect your Paid Social Ad Budget
paid social media advertising budget to: will grow by…

Increase 64%
1-10% 41%

Stay the Same 34% 11-20% 15%

Decrease 2% 21% + 11%


Advertisers are Shifting Dollars From Other Mediums

Q. In 2013, to what extent, if any, are you shifting budget from
the following areas to your paid social media advertising budget?
None, social media has its own dedicated
budget
41%

From other online channels – display 23%
Advertisers
From other online channels – other 10%

From offline channels 39%


Paid Social is Integrated with Other Tactics
Q. How often are your paid social media advertising efforts
run in conjunction with other types of advertising?
With Other Online Advertising With Other Offline Advertising

Most or all 66% 51%
71% 41%
of the time

Half of the 11% 31% Advertisers
7% 39%
time or less Agencies

Rarely or 11% 18%
never
5% 20%


Paid Social is Primarily Used for Branding
Q. What is the primary purpose of your paid social media
advertising campaigns?
Primarily branding related, e.g. 45%
raising awareness, influencing… 31%

Primarily direct-response 16%
related, e.g. driving product trials… 15% Advertisers
A mix of both - more than half is 25% Agencies
branding 29%

A mix of both - more than half is 14%
direct-response 25%


The jury’s still out on ROI
Q. How effective is paid social media advertising at meeting your marketing objectives?
It’s effective and produces measureable ROI 29%
(with ROI defined as metric achieved per…
27%

I think it moves the needle when combined 33%
with other efforts, but I’m not sure how to…
43%

It’s a promising new tactic, but it’s effectiveness 33%
is unknown
27%

6%
I don't think it works 3%



There’s a clear disconnect between the metrics brands
want, and what’s available to them
Metrics Brands Say They Want What Publishers Provide
Exact same metrics as offline
media, and nothing else 12% 12%

Exact same metrics as offline, and
some additional metrics specific to 42% 11%
the online medium

Some of the same metrics from the
offline medium, and some metrics 29% 29%
specific to the online medium

Metrics specific to the online
medium 17% 49%


There’s a clear disconnect between the metrics brands
want, and what’s available to them
Q. What metrics have you used in the past/think is most appropriate to measure paid social ROI?
Used in the Past Most Appropriate
(top responses) (top responses)

Brands Brands
• Likes/pins (77%) • Sales generated (49%)
• Clickthroughs (73%) • Brand lift (35%)

Agencies Agencies
• Likes/pins (86%) • Brand lift (52%)
• Clickthroughs (79%) • Sales generated (46%)

Publishers Publishers
• Clickthroughs (74%) • Brand lift (52%)
• Views (68%) • Shares/repost (38%)


The Industry Needs to Get on the Same Page
What Advertisers Say Is Important for a Successful Campaign vs.
What Publishers Say Actually Happens for Every Campaign
Define campaign’s primary advertising 98%
objective before campaign start 32%

Establish metric that will be used to 96%
measure success before campaign start 19%

Monitor performance for in-flight 96%
improvements during campaign 23%

Calculate ROI 92%
29%

Advertisers Publishers

Opportunity for Improvement:
Alignment Around Measurement
Q. What would increase your use of paid social media advertising?

Clear link between social media 52%
advertising and Sales 66%

Advertisers
Agencies
Clear link between social media 46%
advertising and Brand Lift 53%

0% 10% 20% 30% 40% 50% 60% 70%


Opportunity for Improvement:
ROI and Benchmarks
Q. What would increase your use of paid social media advertising?

44% 21% of brands said that
Social media benchmarks they did not have social
48% media benchmarks

58% 14% of brands said “no
Clarity around how to
one” monitored the ROI
measure social media ROI 65% of their paid social media
efforts


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, email
Darren Ellis at darren.ellis@nielsen.com


DBS: Nielsen Workshop: State of the Paid Social Advertising Industry

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