Adglow

SOCIAL ADVERTISING TRENDS REPORT

Read the results of our survey into advertiser opinions and activities in the social advertising channel.
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Ability to Maximise Opportunities in the Social Advertising Channel

MAXIMISING OPPORTUNITIES

We asked the 200 participants to rate their company’s ability to maximise the opportunities presented to them by social advertising:

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60% of our respondents consider their business either ill-equipped to take advantages of the opportunities presented by the social advertising channel, or not engaging with those opportunities at all.

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When the data from this question is segmented according to the respondent’s social advertising provider (in house versus outsourced) we see a clear difference between the perceived ability of the business to meet opportunities in the social advertising channel – those businesses that outsource their social media advertising activity are less likely to feel ‘well equipped’ to engage with the opportunity, which may explain why they choose to outsource it.

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We also segmented this data according to the respondent’s answer to our earlier question about media spend, and whether the participant’s business falls into the ‘low spend’ category (spends less than 50% of their media budget on social advertising) or the ‘high spend’ category (spends more than 50% of their media budget on social advertising).

50% of participants in the high spend group have engaged through social advertising and feel well-equipped to get good results, compared to 39% in the low spend group.

MEASURING RESULTS

We asked the 200 participants to rate their company’s ability to measure and evaluate the results they achieve through social advertising:

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84% of survey participants rate their ability to evaluation the results achieved through social advertising as ‘average’ or better. Just 16% say they have ‘poor’ or ‘very poor’ ability to measure results.

We segmented the responses to this question according to social media spend groupings, and also according to self-reported ability to maximise opportunities in the social advertising channel:

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38% of those in the high spend group rated their company’s ability to measure and evaluate the results they achieved through social advertising ‘Very Good’, compared to just 8% of those in the low spend group.

80% of those in the high ability group rated their company’s ability to measure and evaluate the results they achieved through social advertising ‘Good’ or ‘Very Good’, compared to 25% of those in the low ability group.

None of the participants in the high ability group rated their company’s ability to measure and evaluate the results they achieved though social advertising as ‘Poor’ or ‘Very Poor’.

OVERVIEW

From the data we collected, it is reasonable to suppose that companies currently outsourcing paid social advertising have taken that step to compensate for being ‘ill-equipped’ to achieve the results they need.

Furthermore, 44% of those who currently have a social advertising team in-house feel they are ‘ill-equipped’ to get good results from the channel, suggesting that their current solution isn’t working for them.

Once again there is a clear distinction in the data between those with higher and lower budgets for their social advertising – those respondents who are spending more in the channel are also more well-equipped to effectively handle the budget and measure their results. The question that arises is, which came first – the increased ad spend, or the heightened ability in the channel?