Advertisers Boost Social Ad Budgets in 2013.

21884Advertisers’ appetites for paid advertising on social media sites shows no sign of abating in 2013. According to a study conducted for digital brand measurement provider Vizu by Digiday, 64% of US advertisers planned to increase their paid social media ad budgets this year, with just 2% saying they intended to spend less money in 2013 than they did in 2012 on paid social ads.
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Most of those increasing their spending on ads on social sites planned to do so by 10% or less. But a significant number were making even larger investments: 26% of respondents reported planning to increase their social media ad spending by 11% or more.
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Seven in 10 respondents said they would spend between 1% and 10% of their online budget on social ads, suggesting that for most it is a present, but not a dominant part of the marketing mix. For 13% of respondents, however, it plays a larger role: This group spends 21% or more of their online budgets on paid social media advertising.

Overall, eMarketer estimates that US advertisers will spend $4.1 billion on paid social media ads this year, rising to $5 billion in 2014.

In terms of what marketers and agencies are hoping to get out of these social ads, the majority viewed them as primarily a branding tool to raise awareness and influence opinions of the brand.

Fewer advertisers and agencies used social ads as a pure direct-response tool to drive site visits or other actions, but 54% of agencies and 39% of advertisers reported using social ads to do some mix of branding and direct response.

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