This infographic shows how spending on advertising on social networks is growing at a phenomenal pace. Whilst this is an area that any brand should be looking in to, it is important to understand that consumer behaviour in these environments is very different and the approach to content must take this into account.
A recent report on digiday stated that a consumer is more likely to die in a plane crash than click on a banner ad and that 50% of clicks on mobile banner ads are accidental! The same report also stated that 8% of Internet users account for 85% of clicks on banner ads.
So if you want to ensure a ROI from your social advertising campaigns, make sure you understand target market requirements for value before launching a social media campaign otherwise consumers will continue to avoid online advertising, and that includes yours.