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Nielsen Paid Social Media Advertisement Report 2013

Nielsen Paid Social Media Advertisement Report 2013

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Published by Attila Gárdos
a survey commissioned by vizu, a nielsen
company, of more than 500 u.s. digital
marketing and media professionals was
conducted by digiday in september
-october 2012 on current attitudes and
practices regarding paid social media
advertising. participants were contacted
via email and asked to take an online
survey. participants were first asked to
identify themselves as a brand Marketer,
Media agency, or publisher/ social
platform. each participant was then
presented with questions about their
approach to paid social media advertising
specific to that classification. results were
summarized and cross-tabbed in order to
identify consistencies or inconsistencies
in each constituent’s viewpoints regarding
paid social media advertising in 2013 and
opportunities to improve the outlook. a
synopsis of those results is presented in
this whitepaper.
a survey commissioned by vizu, a nielsen
company, of more than 500 u.s. digital
marketing and media professionals was
conducted by digiday in september
-october 2012 on current attitudes and
practices regarding paid social media
advertising. participants were contacted
via email and asked to take an online
survey. participants were first asked to
identify themselves as a brand Marketer,
Media agency, or publisher/ social
platform. each participant was then
presented with questions about their
approach to paid social media advertising
specific to that classification. results were
summarized and cross-tabbed in order to
identify consistencies or inconsistencies
in each constituent’s viewpoints regarding
paid social media advertising in 2013 and
opportunities to improve the outlook. a
synopsis of those results is presented in
this whitepaper.

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Categories:Types, Research
Published by: Attila Gárdos on Feb 13, 2013
Copyright:Attribution Non-commercial

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02/13/2013

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PaidSocialMediaadvertiSing
2013Industryupdateand bestpractIces
 
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Cpyht © 2013 Th Nn Cmpany.
MethodologyexecutIve suMMary
a  mmii  vi,  nim,  m  500 u.s. iimi  mi i w  dii i smo 2012   i i i i i miii. pii w i mi      i. pii w   ii m   b M,Mi a,  pi/ sipm. e ii w  wi qi  i  i i mi iii   ii. r wmmi   i  ii ii  iiii  i’ iwi ii i mi ii i 2013 ii  im  . ai    i  ii wi.si mi  w i. o    7  i  w  F . n 4 i 5 i i  ii i w  .ai, m  fi   mim. W i m i  mim wi , w, m  i wii. M  ii   i i mi i jiwi  ii ,    im roI i   qi. F i , w  i  w m w i i i mi ii.
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pi i mi ii i wi –  q  i ii    i ,  64   i i  wii i i i mi ii  i 2013,   m   i i m.
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t  i i, i  ii  m i  fi i i i mi ii.
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ai  ii iwi i i mi ii  i, m i,   i i i ji wi i  fi mi.
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pi i mi ii i imi i    i. a    i   ii m w  i i  mim, i “w      m mi i  fi mim,  ii mi i   i mim” m  i  i mi. v w mi , w,  i i.
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Mi   i, i,  i     m ii mi ii roI,  i  i i    i, wi     miii,   m i mi    mi roI. Mi  i w  w        i i mi   m i ii .
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uii, m i    i  i  i i mi ii, iii   w  mim i i mw m     , i mmi.
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t i   i      m , i mi. sm   i  i  i i w ii   i i mi ii :
a  i w i mi    /  i 
ci  w  m i mi roI 
si mi mMi   i w i i ii   iii qi i  iii  i      imi ii.
 
 
Cpyht © 2013 Th Nn Cmpany.
3
IntroductIonhoW advertIsersand agencIes usesocIal MedIa
si mi  m m  i    w i  i. F w  1ii i ,       i  w
1
. n i  i u.s. I  iii w  
2
. ai,m  f   mim i   i   i m.t m “i mi”  “imi mi” i   wi ii i mi –    ,   F, twi, yt,  i mi,  i   F  i . uii,    – 89    i w ii     imi . hw, i i miii i  i  75 .am i, i i mi      . <Fi. 1>si mi, w   i, ii   i  i.e i  w  ii  i mi wi i mi,  6   i  w i   i   iwi i mi.t i i mi ii iii, i i i  i w im i. M   i i  ii    i i i miii     , wi 20 iii     i  , mi  i i i mi .ti i         m   ii mi ii i   . tmji  i 70% ii     i  2012i ii  w i i i mi ii. <Fi. 2>
Fig. 1: How AdverTisers ANd AgeNCies Use soCiAl MediAFig. 2: AdverTisers: PerCeNTAge oF 2012 oNliNe BUdgeT dediCATed TosoCiAl MediA AdverTisiNg
89%71%
Use Free Tools
75%81%
PUrCHAse MediA ANd/or sPoNsorCoNTeNT
0%6%
doN’T do ANYTHiNg wiTHsoCiAl MediA
AdverTisersAgeNCies
13%18%70%
1-10%11-20%21%+f butf butf but
1
F, o 2012
2
ni, J 2012

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