Advertising on Facebook continues to beat back challenges from other social networking sites.
According to a new survey of major ad agencies by software provider Strata, 81 percent of respondents who incorporated social media into their campaigns during the second quarter of 2011 also incorporated Facebook, while 39 percent made Twitter part of their arsenal, and 36 percent did so with YouTube. The new kid on the block was not left out, either, as 27 percent said they planned to add Google Plus to their client campaigns.
Social media in general came in third on the list of preferred digital advertising options, at 52 percent, trailing online display (78 percent) and search (64 percent), and topping only mobile (26 percent).
Television was still the preferred outlet for advertisers, at 41 percent, followed by digital at 24 percent, and radio at 13 percent. But 76 percent of respondents expressed more interest in digital that one year ago, while 56 percent said they were less focused on print.
President and Chief Executive Officer John Shelton said:
Advertising truly mirrors the economy right now. As consumers continue to tighten their belts, advertisers are doing the same, which even further emphasizes the importance of maximizing ad spend. It’s important to keep these numbers in context, because we still see a promising trend of agencies planning to hire (33 percent). We also see advertisers exploring new affordable advertising avenues, like digital and radio, while the more expensive traditional platforms, like TV, are seeing a slight dip in spend. Even though it’s not all doom and gloom, national events continue to impact the fluidity of the advertising industry, and most agencies do not feel it will return to a strong growth period until after 2012.