The advertising landscape has seen a boom in Social Media Mavens - people who engage heavily in social platforms to drive marketing goals.
They aren't the smallest of businesses; in fact, they're spending 11% more than the average advertiser and tend to spend a lot on broadcast, cable, and radio. And 76% manage their own online social presence. The report dives deep into the phenomenon with a 26-page summary that includes 24 charts and tables in PDF format, plus the full results in Excel format of a 44-question survey of 3,293 local advertisers who believe Social Media is one of their best sources of new customers.
The insights in this report are derived from:
- A 44-question survey of 7,564 U.S. businesses that purchased local advertising this year. This survey was conducted from April to August 2016.
- A cross-tab from the survey above of 3,293 respondents who selected social media among the best sources of new customers. We call them Social Media Mavens.
- Another cross-tab of 1,349 respondents who were purchasing ads on social media sites.
- Comparison results from our 2011 survey of 2,883 local advertisers.
- SEC documents, statements and other data provided by public companies.
- Social Media has a strong foothold among local advertisers
- The rise has occurred most dramatically over the past 5 years
- It's gaining value as a lead-generation mechanism
- Not all advertisers have embraced social marketing equally
- As ad-buying on social sites grows, newspapers may be hit hardest
- Facebook is the platform of choice, by far
- Soft measurements on Social Media will yield to ROI assessments
Politics & Social Media
- We estimate that political candidates, parties, and interest groups spent $1.4 billion in digital advertising this year.
- Of that, $573 million (40.5%) was spent on social sites. Facebook received $390 million (68%); the rest went to Google, Instagram, and Twitter.
- Facebook's take represents 27% of all digital-political advertising and 4% of all political advertising.
For more information about this report visit http://www.researchandmarkets.com/research/b5k85r/social_medias