Advertisers are flirting more with paid ad offerings from Facebook and Twitter, but it's a cautious courtship. Even as brands boost their social-media spend, only a relatively small portion of it is going to ads, according to a new survey of Ad Age readers.
In May, Ad Age and RBC Capital Markets jointly conducted their fifth major survey of marketer attitudes toward social media. The survey polled 1,682 executives at marketing, agency and media companies for their opinions on Facebook, Twitter and YouTube, which was included for the first time. The number of responses varied for each question.
Marketers reported spending slightly more in digital and social-media channels than prior surveys. But that spending continues to be a relatively small slice overall marketing budgets.
A little less than half of respondents -- 45% -- said they spend 1-10% of their overall marketing budgets on social media, while 38% said they spend more than 30% on social. In a survey of Ad Age readers published in September, only 29% of marketers said spending on social was more than 30%.
Advertisers largely see social-media advertising as a branding channel. Asked to rank their goals for social, 39% of respondents listed "building awareness and sentiment for my brand" as the top priority. "Driving traffic to my website" was a distant second, with 16% citing it as their top priority.