Social Media Ad Spend: 89% On Facebook, 39% On Twitter & 18% On Google+

Strata reports on where advertising agencies plan on spending their money within the social media space.

The breakdown probably comes as no surprise, with 89% of agencies saying they are planning on spending ad dollars with Facebook, while only 39% plan on using Twitter, and 18% plan on using Google+. YouTube beat out Google+ with 36% saying they plan on spending ad dollars there and 21% said they would use LinkedIn.

Here are other highlights from the study:

  • 42% say their 2012 political ad spend will be more than 2010.
  • 46% say that during the political season they will advertise in alternative mediums to avoid competition by politicians (41% will compete with politicians for space).
  • 49% said they project the 1st half of 2012 to be better than the last half of 2011 (46% also see business increasing compared to the same time last year).
  • 4% say that it will be 3-5 years before there is a greater spend in Digital than Traditional media (that’s a 50% increase over 3Q 2011); but 38% still feel that shift will not ever happen.
  • Android is the second most popular mobile advertising choice at 71%; iPad remains third (46%).
  • For mobile advertising the top option is Display (46%) followed by SMS (25%, but up 61% since 4Q 2010).
  • 44% are somewhat interested in self-service inventory of Digital assets.
  • Only 4% said they are more focused on Print than they were a year ago.

“The key word for advertisers in 2012 is growth,” said John Shelton, CEO/President of STRATA. “Agencies started to reap the benefits of balance sheets turned in their favor during the fourth quarter 2011, brokering a bright early 2012. The STRATA Survey shows that many advertisers are confident that their business and the economy will return to a strong period by midyear. That sentiment, coupled with strong numbers from the political race, provides an overall positive barometer for advertising in 2012.”

Related Topics: Channel: Strategy | Facebook: Advertising | Google: Google+ | Social Media Marketing: Advertising | Statistics: Market Share | Statistics: Social Media | Statistics: Spend Projections


About The Author: is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here. For more background information on Barry, see his full bio over here.

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  • Foolish Sage

    Google+ doesn’t have paid ads. What in the world is this talking about?

  • Foolish Sage

    Gotta love a blogger who doesn’t bother to reply to comments.

  • Matt McGee

    Just like ya gotta love a commenter who hides behind a pseudonym, right?

    In any case, I have not read the survey details, but I suspect that the agencies are considering their Google+ efforts to be an advertising cost even though you can’t formally buy ads on it now. That’s a common thing in these kinds of surveys.

    And BTW, Barry isn’t ignoring you. He’s offline for 24 hours every weekend.

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