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The Rise of Paid Social Ads: Completing the Integrated Ad Approach

February 12, 2013

The Rise of Paid Social Ads: Completing the Integrated Ad Approach
Source: Nielsen

Amid the flourishing social media environment, marketers are increasingly viewing paid social media advertising as an integrated part of their marketing tool kits. According to a recent report by Vizu, a Nielsen company, the majority of advertisers say they use paid social media advertising in conjunction with other online and offline advertising (66% and 51%, respectively). Only 5% of advertisers report running primarily social-only campaigns. Social media advertising uses unique tactics—such as sponsored content, brand graphs and influencing the influencers—that have grown to become standard aspects of any integrated campaign.

When asked which online tactics they typically run their paid social media advertising alongside, advertisers’ top three responses were: online display (83%), online video (46%) and mobile (40%). In the offline world, advertisers said they combined their paid social media ads with print (52%), followed by TV (37%).

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