Social Media Gaining in Reach Efficiency, Funnel Attribution

With digital formats taking up close to 25% of advertising money, media buyers must consider which channels are delivering the broadest reach andsocialmedia1 the best ROI. Media intelligence firm Aggregate Knowledge has issued a new report analyzing the effectiveness of digital ad buys made through its platform. The key data points in this report are worth a look for marketers seeking to improve their digital media buying practices.

Aggregate Knowledge analysts say that user quality, cost, reach efficiency and funnel attribution should be key determinants of marketers’ digital ad purchases. They also categorized digital channels into the following formats: exchanges,  networks, portals, and social media.

In comparing marketer results from Q4 2012 to Q1 2013, analysts say these trends are taking place in digital marketing and ad buying:

  • Exchanges, the platforms which allow multiple ad networks to buy and sell ad space, deliver the lowest prices to marketers.
  • Social media and portals are the most reach-​efficient channels, especially when it comes to new users.
  • Social media allows marketers to access the highest-​quality online consumers.
  • Social media is improving more quickly than the other formats with respect to funnel attribution. The study showed that other formats often get too much credit when only last-​touch attribution is considered. When all touches are considered, social media has a strong influence which leads all the way through the funnel to conversions.

The numbers from Aggregate Knowledge are based on their experiences with their clients. Are you seeing the same trends in the digital media purchases you are making?

[Source: Q1 2013 Global Media Intelligence Report. Aggregate Knowledge. 2013. Web. 13 May 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.