And into 2nd place moves Social past Search as the number two media planned/bought by ad agencies. And Social is only two percentage points behind Online Display. That is close!
But I don't think this is surprising anyone. Marketers have been anxious for years to get in the Social game but they really did not know how to or understood what it meant beyond their personal perception of Facebook. Now that agencies are getting more knowledgeable about the space and the role it plays in overall media mix- more are recommending in plans (and ultimately buying). While Facebook is the dominator and Twitter the well known - there are other platforms that are emerging as advertisers figure out how to translate and utilize in their plans.
As metrics develop and become more targeted beyond likes, posts, tweets, etc - will help the upward momentum. Now that advertisers have the attention of their marketers, the task is to incorporate Social into the media mix to maximize reach and deliver a comprehensive brand message while maintaining relevancy to each media touch point.
Search and Online Display has been the talk on the block for some time. They were the sexy, cool kids. But Social has entered the scene and is stealing the thunder fast. Not to mention Mobile quietly in 4th place (although 41 percentage points behind 1st). But Mobile is coming up as more phones become smart, OS become standard, data speed get faster, open source, etc. The Digital landscape is shifting and options are increasing. Strategies need to be tight and focused moving forward.
Exciting!
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