Of the marketers surveyed, two-thirds were already participating in social media advertising, and 18% more planned to initiate campaigns in the next year. Success rates were nearly split down the middle, with 54% of those running ads reporting that they were satisfied with their social advertising activities.
Among survey respondents, 93% have deployed campaigns on Facebook, while 78% of respondents have advertised on Twitter.
The survey points toward an increase in advertising spend on YouTube, LinkedIn and Foursquare. At least 20% of respondents plan on deploying programs on those platforms in the next year.
It looks like a number of social platforms will be losing out on the advertising front in the coming year as well. More than 50% of advertisers responded that they have never — and do not plan to — run campaigns on MySpace, Meebo, Gowalla, Mylife and Tagged.
Despite the fact that a large number of advertisers surveyed have activated social campaigns, Facebook’s social advertising platform seems to be the only one that’s getting good ratings out of marketers. The above chart from eMarketer illustrates how ad offerings on social sites stack up against one another. Perhaps most surprising is the finding that only 22% of respondents believe that Foursquare’s ad offerings are “excellent” or “good.”
Regardless of the iffy feelings that marketers have toward current ad offerings on social platforms, this study indicates that marketers are ready to experiment with more social platforms beyond Facebook and Twitter.
What are your thoughts on social advertising? Which platforms does your company use and which does it plan to try in the coming year? Let us know in the comments below.
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