Asked the objectives behind their social media advertising, 45% of advertisers surveyed by Vizu [download page] said their primary purpose was branding-related, compared to just 14% who said their primary goal was direct-response related. That aligns with research released in July 2012 by Ad Age, which found that marketers using Facebook ads were doing so primarily for awareness, with far fewer listing site traffic as a primary goal.
Still, many advertisers have a mix of both goals in mind. One-quarter said their paid social media advertising objectives were a mix of branding and direct-response, with more than half branding-related. By comparison, 14% cited a mix of objectives with more than half related to direct-response.
Given this focus on branding, 42% of advertisers said they would like to use the exact same metrics as offline, but with some additional metrics specific to the online medium. The problem for these advertisers is that just 11% of publishers surveyed said they could provide such metrics. Instead, a plurality 49% of publishers said they could provide metrics specific to the online medium, which just 17% share of advertisers indicated was their preferred type of metric.
Advertisers and publishers also differed when discussing successful campaigns. While almost all (98%) advertisers said it’s important to define a campaign’s primary advertising objective before it starts, just 32% of publishers said that actually happens for each campaign. Similarly, 96% of advertisers believe it’s important to establish the metric that will be used to measure success prior to the campaign starting, while just 19% of publishers reported this to be the case for every campaign.
Finally, with ROI concerns continuing to plague advertisers, just 29% of publishers reported that ROI is calculated for each social media ad campaign, versus about 9 in 10 advertisers stressing the importance of calculating that ROI.
About the Data: The Vizu survey was conducted in October 2012 by Digiday among more than 500 US digital marketing and media professionals.