Advertisers Approach Social Media Buys With Branding Goals in Mind

Asked the objectives behind their social media advertising, 45% of advertisers surveyed by Vizu [download page] said their primary purpose was branding-related, compared to just 14% who said their primary goal was direct-response related. That aligns with research released in July 2012 by Ad Age, which found that marketers using Facebook ads were doing so primarily for awareness, with far fewer listing site traffic as a primary goal. (more…)