Social Advertising Sees a Massive Spike in Campaigns Due to Superior Tracking and Targeting
Unless you’ve been hiding from the digital world entirely, it’s hard not to see the massive evolution that social media has experienced in the past four years. For one, you may have noticed that organic exposure for brands is on a respirator, if not dead. In fact, not only has organic reach been steadily declining year-over-year, but just recently Facebook tested removing brand posts from main feeds altogether. Read complete article on Social Advertising at https://www.martechadvisor.com/articles/social-search-ads/social-advertising-volume-will-reach-critical-mass-in-2018/ .
This, among many other reasons such as superior tracking and targeting, are contributing factors as to why social advertising has experienced a massive 184% spike in campaigns and is expected to increase ad spend 30.0% year-over-year. To pour a little more gasoline on the fire, social networks have been keeping up with this new demand in stride, by continuously releasing new ad types, targeting, and measurement capabilities throughout the year.
While this is a lucrative opportunity for brands, the bigger this volume gets, the more marketers feel helpless to gain the transparency and ultimately the performance they need to drive appropriate ROAS and impact the bottom line. After all, social was named the hardest channel to execute effectively by marketers. But there is a light at the end of the tunnel, and the marketers who know what challenges and trends to look for will be well ahead of the curve in 2018.
Move Over Content, Data Is King
It’s time for marketers to ask themselves a critical, yet simple question—do I own my social advertising data? The consequences of answering “no” or even “I’m not sure” to this inquiry are tremendous, and arguably of greater importance than their content itself. After all, what good is creative if you can’t track it and adjust strategies based on performance data?
Data ownership is the missing piece that significantly impacts a brand’s ability to foster true transparency and, ultimately, drive performance. The “business as usual” mentality of most organizations, where agencies exclusively hold the keys to ad accounts that contain financial and performance data, means that marketers are beholden to the competence (or incompetence) of their partners. In fact, marketers have started to wake up to the importance of data ownership, with 38.0% adding clauses to agency contracts to secure data ownership and which technologies can be used on their behalf. In order to be successful next year, brands need to flip the script on the old mentality and take those keys back.
Two’s Company, 6.1’s A Crowd
As brands continue to expand their social presence, the scale and complexity of their campaigns have increased, and the amount of data generated has exploded. As a result, more agencies and teams are needed to execute them successfully. Last year alone, research showed that there’s an average of 6.1 companies that work on a single campaign for large companies—a stunning 221.0% year-over-year increase.
These numbers are at the core of why data ownership is more important than ever, and are only expected to rise for the foreseeable future. The most successful brands will ensure that all teams, both externally and internally, will be given access to the same data. This helps streamline reporting methodologies, potentially reduce human capital fees, and ensure best practices are shared uniformly across their brand portfolio.
Saying Goodbye to Murkiness, And Hello To Transparency And Portability
Nearly 2 out of 20—or roughly 8%—of marketers feel confident that they have the transparency and intelligence they need to be successful. This troubling stat isn’t too surprising, however, when the number of brands that cannot guarantee that they’re always in control of their data remains high.
Transparency is not only important for performance but is essential to better understanding the social advertising supply chain. More specifically, which teams, tools, and tactics are the most effective, and what investments are being made on a brand’s behalf. In short—no transparency means no accountability, and with no accountability, there could be a lot of waste in the supply chain.
To achieve this, brands must ensure three things. That they own their data, that all teams and agencies connect ad accounts into a single platform, and they have the intelligence needed to make sense of unorganized, raw data.
Start Strong So You Can Finish Stronger
If this year was any indication, 2018 is almost guaranteed to bring many new innovations from social networks and tech vendors alike. As marketers continue to increase investments and campaign volume, it’s more critical than ever that they roll back the curtain and identify the potential skeletons in their closets as it pertains to data ownership and transparency. Those that do, in addition to implementing an overarching connected intelligence strategy, will soon find their competition in the rearview mirror—all while minimizing media waste and supply chain fees.
All in all, if 2017 was a big year for social advertising, and it was, 2018 should be a defining one.
Read more on Social & Search Ads https://www.martechadvisor.com/category/social-search-ads/ .
MarTech Advisor is the world's leading source for marketing technology news, research, product comparisons & expert views.
Contact MarTech Advisor:
156 2nd St,
San Francisco CA 94105
This release was published on openPR.
Permanent link to this press release:
Please set a link in the press area of your homepage to this press release on openPR. openPR disclaims liability for any content contained in this release.
You can edit or delete your press release Social Advertising Sees a Massive Spike in Campaigns Due to Superior Tracking and Targeting here
News-ID: 970239 • Views: 177
More Releases from MarTechAdvisor
A Quick Guide to Social Media Marketing Tools for SMBs
MarTechadvisor has published a new Buyers Guide on Social Media Marketing Tools titled “A Quick Guide to Social Media Marketing Tools for SMBs”. The guide will help to choose best-fit SMM tool. Download a Free Copy of the Guide at http://bit.ly/2jEBDbi An updated GreenZone, few additional features evaluated and here comes the refreshed Buyer's Guide no SMB can afford to miss! In this third-year edition of MarTech Advisor's Buyer’s Guide to Social Media
5 Secrets of High Performing Key Account Managers: It’s All About People!
MarTechAdvisor has recently published a new Buyers Guide “5 SECRETS OF HIGH PERFORMING KEY ACCOUNT MANAGERS: ITS ALL ABOUT PEOPLE!”, the guide is available for free download at http://bit.ly/2jqQUwc The nature of matrix enterprises - large global behemoths with multiple people across multiple geographies, functions and lines of business (LOBs) - is that several people are involved in a single high-value purchase decision. The best Key Account Managers know that KAM is
MarTech On A Mission: Aidbox - an Email Signature Tool that Helps you Support a …
Aidbox is a free and easy tool that allows everyone with an email address to support causes they care about. It turns an email signature into a tool for raising awareness and funds for charity. Paste it into your signature once, and your email will start supporting a cause that you care about. The idea behind Aidbox, as written by Daniel Lundh, CEO: “I have always been driven to find business solutions
Top Marketing Automation Tools every Entry-level Marketer Should Know About
Marketing Automation Tools allow you to effectively streamline marketing processes, automate repetitive and tedious tasks as well as manage complexity. Kevin Joyce, CMO & VP Strategy Services for The Pedowitz Group - Choosing the right marketing automation solution 3 Things to Consider when Investing in Marketing Automation - by Kevin Joyce, CMO & VP Strategy Services at The Pedowitz Group · Determine what are the
More Releases for Social
Very social, but not just social media
Which channels are customers’ favourites when it comes to sharing good experiences? By: Graham Ede, Yonder Digital Group “Twice as many people tell others about bad experiences as opposed to the good ones” do you believe in this old adage? If so, you would not be alone, however, latest research commissioned by Yonder Digital Group reveals this common perception is in fact not true. A key game-changer has been the rise of
“Social & Savvy”
It’s almost 2017! A brand new year is fast approaching and let us help you make it memorable. Celebrate New Year’s Eve with Hotel Marine Plaza as you get “Social & Savvy”! Enjoy our Themed New Year Party with snacks and chilled cocktails. Groove to the beats of the DJ . Dance Performance by dance squads at Allamanda terrace. Live band with soft music building up in a class of its own moving
Music Making Becomes Social
Tonition, a social network and market place for music makers, has been founded on Dec 14th in Berlin, Germany. Tonition is home to all individuals engaged in the creation and production of music – from rookie to experienced professional. The location-based service enables users to find like-minded individuals for their music activities. Users can show their music related skills, experience and interests in their profile. In a second step Tonition will
Cincinnati IS Social: A Social Media Infographic
CINCINNATI, OH, June 29, 2012 -- Want to know just how social media savvy Cincinnati is? We scoured the web for statistics and data to show that Cincinnati is indeed a very social city. The full infographic was created by Boot Camp Digital and can be found at www.bootcampdigital.com/cincinnati-social-media-infographic and is free to share and use. Mashable’s Social Media Day is set for June 30, and Cincinnati has a
Social Media Optimization Services
To sustain and vie in the markets, every business must ascertain and apply all the latest innovative methods and technologies and it is applicable equally in the field of advertising besides promotion and one such strategy and technology offered by SEO Step offer is Social Media Optimization. In several ways, it is the reminiscent of viral marketing where a website is made to gain popularity through word of mouth produced with
Levert Marketing Goes Social
Hamilton, Ontario - August 14th 2008 - Levert Marketing, a Canadian Internet marketing company specialized in social media marketing, PPC management and SEO services announces the extension of its business to the most popular online social networks. Since launching its new corporate website last June, the Internet marketing company from Hamilton, ON has been working on solidifying its online presence and is now taking another step forward going social. Since the beginning