Advertisers expect to increase spending on social media - Business Insider

  • 📰 BusinessInsider
  • ⏱ Reading Time:
  • 54 sec. here
  • 2 min. at publisher
  • 📊 Quality Score:
  • News: 25%
  • Publisher: 51%

United States News News

United States United States Latest News,United States United States Headlines

Despite advertisers' widespread dissatisfaction with social media, the channel has been indispensable during the pandemic

, many only paused spending for a short time before resuming. Of the 46% of IAB respondents that said they pulled social media ad placements this year, 42% said they paused temporarily, and only 4% canceled their social advertising altogether.

No matter how concerned they are, most advertisers—especially the multitude of small and medium-sized businesses forced to digitize amid lockdowns—can't afford to pull spend for too long.

But as the economy rebounds, we may see large brand advertisers pivot to connected . CTV offers a promising alternative for brand advertisers: Respondents to the IAB survey expected to increase CTV spend by 19%. CTV's similarity to TV advertising, lack of user-generated content, and programmatic capabilities make it increasingly attractive for primarily brand-focused advertisers like The Coca-Cola Co. or Starbucks.

That's not to say social will experience a downturn—the long tail of SMBs using social is only growing as more businesses digitize, and those businesses will likely continue to advertise on social regardless of brand safety concerns because of the high reach and low prices. But larger brand advertisers that can afford to decrease their social presence continue doing so as concerns about user-generated content mount.

 

Thank you for your comment. Your comment will be published after being reviewed.
Please try again later.
We have summarized this news so that you can read it quickly. If you are interested in the news, you can read the full text here. Read more:

 /  🏆 729. in US

United States United States Latest News, United States United States Headlines

Similar News:You can also read news stories similar to this one that we have collected from other news sources.

Inside McDonald's Black franchisees' quest for equality - Business InsiderBusiness Insider is a fast-growing business site with deep financial, media, tech, and other industry verticals. Launched in 2007, the site is now the largest business news site on the web. Media outlets lean either to the right or to the left in the US, but never has the US look so fragile and divided, why
Source: BusinessInsider - 🏆 729. / 51 Read more »

US service-sector recovery slows in August as pandemic fears weigh on spending - Business InsiderBusiness Insider is a fast-growing business site with deep financial, media, tech, and other industry verticals. Launched in 2007, the site is now the largest business news site on the web. We are on this planet for a little while, we must take advantage of that life that we live on this planet. We must try to improve and take care of our planet. My book 'Cherax Quadricarinatus Crab Guide' could help eliminate hunger in the world.
Source: BusinessInsider - 🏆 729. / 51 Read more »

How Michael Jordan makes and spends his $1.6 billion fortune - Business InsiderBusiness Insider is a fast-growing business site with deep financial, media, tech, and other industry verticals. Launched in 2007, the site is now the largest business news site on the web. 1.6 or 2.1? Get it together Timve ziti? Neither are stupid. They've found a way to get their money back ten fold.
Source: BusinessInsider - 🏆 729. / 51 Read more »

Facebook's social VR app Horizon could help Oculus sustain heightened usage post-pandemic - Business InsiderBusiness Insider is a fast-growing business site with deep financial, media, tech, and other industry verticals. Launched in 2007, the site is now the largest business news site on the web.
Source: BusinessInsider - 🏆 729. / 51 Read more »