More companies cite lead generation (37%) than branding (27%) as their main social media advertising objective, according to a new study from Econsultancy in association with Adobe. The survey – of company marketers around the world, but primarily from Europe – indicates that fewer respondents are looking to increase traffic (18%) or drive direct online sales (18%) from their social media advertising efforts.
The bulk of social advertising dollars are being spent on Facebook, per the report. Client-side respondents indicate that they’re allocating 41% of their social ad budgets to the platform, compared to 18% for LinkedIn, 17% for Twitter, and 24% to other networks. Agency respondents estimate that an even greater 53% of their clients’ social ad budgets are being directed to Facebook.
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