Marketers accelerate social display ad spending

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New York—Fifty-nine percent of U.S. marketers and agencies plan to increase their social media display ad spending in the next 12 months, according to a report from research company Advertiser Perceptions. The report also found that 31% plan increases in their campaigns on ad networks or exchanges; 29% will boost content marketing; and 24% will increase spending on demand-side platforms. The survey also found that social media advertising will make up about 27% of digital budgets over the next 12 months, compared with 22% in the previous 12 months. No other digital category is expected to see in-budget share gains over the next 12 months, according to the study. Advertiser Perceptions surveyed 1,200 advertisers online from January through March.
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