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Advertising Age reports on a poll suggesting that three out of five “digital decision makers” - on both the agency and brand sides - say they intend to spend more on advertising in various social media over the coming year.

According to the story, “In an Advertiser Perceptions semiannual survey of nearly 1,200 people involved in deciding how ad dollars are spent digitally, 59% of respondents said they would increase social-media-ad spending in the next 12 months, compared with just 4% who said they would decrease spending on social platforms. The survey also found that, on average, social-media advertising will make up about 27% of digital budgets over the next 12 months, compared with 22% in the previous 12 months.”
KC's View:
These investments will have to provide some sort of ROI if they are to continue to grow, but certainly the momentum seems to be building in this direction. (Just look at the first three stories on MNB today ... this seems to be where are a lot of the innovation and experimentation is, because this is where many of the customers are. No brainer.)