Paul Nasse, Managing Director, Northern Europe at Integral Ad Science (IAS), discusses how brands can utilise data to run their social advertising campaigns at scale and drive those all-important business outcomes.
What should brands consider when investing their ad budgets with social platforms?
The modern buyer journey intrinsically includes numerous social media touchpoints. Not only has social media risen at a tremendous rate, but has also expanded across a wider range of platforms.
Global social media ad spend is expected to reach £4.9m in 2021. This reflects the rising number of global social media users, which grew to 3.96 billion in 2020, an increase of more than 10% over the previous year. This now means more than half the world’s population (51%) use social media.
Given this strong performance, visibility into the effectiveness of a brand’s spend on social platforms in 2021 will be crucial. Marketers are under increased pressure to ensure their budgets are working hard and measurement is the key to understanding advertising effectiveness on social platforms.
Brands are rightly calling for better transparency and visibility into how effectively their media is being spent. Marketers should always access independently verified data across the walled gardens and understand how data is actionable to ensure the most efficient and effective social media campaigns.
As advertising across social platforms is scaled, brands need confidence that their social buys are…