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For B2C Marketing Professionals

It's Time To Separate "Social" From "Media"

Why Marketers Must Hand Social Ad Budgets To Media Buyers

August 6, 2015


  • By Nate Elliott,
  • Richard Joyce
  • with Luca S. Paderni,
  • Wei-ming Egelman,
  • Laura Glazer

Why Read This Report

Paid advertising now accounts for 83% of marketers' social spending — and most companies hand their social ad budgets to social marketers. But they'd be wiser to let their media buyers handle the social ad budget instead. This report details why media teams generate better results from social ads than social teams do, and shows marketers the best way to divvy up their social ad budgets.

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Table of Contents

  • Social Marketing Is Dead; Long Live Social Advertising
  • Media Teams Generate Better Results Than Social Teams

  • Give Your Social Ad Budget To Your Media Team
  • Supplemental Material
  • Related Research Documents