'Mediabureau moet budget voor social advertising beheren'

Mediabureaus zouden verantwoordelijk moeten zijn voor het budget voor advertenties op sociale media, zo schrijft Forrester in zijn nieuwe onderzoek. Volgens Forrester zijn mediateams volledig toegerust om de juiste platformen te selecteren en het juiste aanbod te doen, en weten zij ook wanneer zijn externe expertise moeten inschakelen. Merken geven desgevraagd toe dat hun social ads op Twitter en YouTube succesvoller zijn als zij hun budget voor social in handen geven van gespecialiseerde media-inkopers.

Key Takeaways

* Paid Ads Dominate The Social Landscape: Remember when Facebook promised to introduce a whole new type of marketing based on brands developing their own social graph? No more. Organic social reach has evaporated, and paid advertising is the only guaranteed way to reach people on social networks. That's why more than 80% of marketers' social spending goes toward simply buying ads on social sites.

* Facebook Ads Outperform Other Social Ads: Facebook attracts more advertisers and more spending than other social sites, and marketers say Facebook ads work better than ads on LinkedIn, Twitter, and YouTube. Pinterest and Instagram will have to work hard to improve ad performance and attract advertisers.

* Media Teams, Not Social Teams, Should Control Social Ad Budgets: Media buyers are more comfortable than social teams with the ad models social sites sell and are also more likely to find good vendor support for their efforts. The result: Media teams spend social ad dollars more wisely. If you want social ads to succeed, you must put this budget in the hands of your media buyers.