Advertisers Boost Social Ad Budgets in 2013 - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Advertisers Boost Social Ad Budgets in 2013

Two-thirds increasing spending on paid social media ads

February 25, 2013

Advertisers’ appetites for paid advertising on social media sites shows no sign of abating in 2013. According to a study conducted for digital brand measurement provider Vizu by Digiday, 64% of US advertisers planned to increase their paid social media ad budgets this year, with just 2% saying they intended to spend less money in 2013 than they did in 2012 on paid social ads.

Change in Paid Social Media Ad Budgets in 2013 According to US Advertisers (% of respondents)

Most of those increasing their spending on ads on social sites planned to do so by 10% or less. But a significant number were making even larger investments: 26% of respondents reported planning to increase their social media ad spending by 11% or more.

Seven in 10 respondents said they would spend between 1% and 10% of their online budget on social ads, suggesting that for most it is a present, but not a dominant part of the marketing mix. For 13% of respondents, however, it plays a larger role: This group spends 21% or more of their online budgets on paid social media advertising.

Percent of Online Budget Allocated to Social Media Ads According to US Advertisers, Oct 2012 (% of respondents)

Overall, eMarketer estimates that US advertisers will spend $4.1 billion on paid social media ads this year, rising to $5 billion in 2014.

In terms of what marketers and agencies are hoping to get out of these social ads, the majority viewed them as primarily a branding tool to raise awareness and influence opinions of the brand.

Objectives of Paid Social Media Ads According to US Advertisers and Agencies, Oct 2012 (% of respondents)

Fewer advertisers and agencies used social ads as a pure direct-response tool to drive site visits or other actions, but 54% of agencies and 39% of advertisers reported using social ads to do some mix of branding and direct response.

Corporate subscribers have access to all eMarketer analyst reports, articles, data and more. Join the over 750 companies already benefiting from eMarketer’s approach. Learn more.

Check out today’s other articles, “What Makes Streamers Abandon Video Content?” and “Younger Consumers Account for Three-Quarters of South Africa's Internet Users.”


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.