Brand promotions led as the most common type of ad placed on Facebook, used by 62% of respondents, twenty percentage points ahead of company announcements, which came in second. Just over one-third of respondents said they used social ads announcing services, and nearly as many said they ran social ads on products.
In total, paid ads still aren’t overtaking ad budgets, but they are beginning to make a dent in the total. While 58% said social media accounted for 5% or less or clients’ ad budgets, another 42% spent between 6% and 25% of ad budgets on social. No respondents spent more than one-quarter of ad budgets on paid social posts.
There is no question social media ad spending’s share of marketer budgets will continue inching up over the next few years. eMarketer estimates US social network ad spending will reach $4.18 billion this year, and rise to $6.45 billion by 2015.
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