Opinion: Brands need to make a concerted effort to wrap their heads around this ever-growing landscape
Social advertising has grown exponentially in the past decade. This massive and constant growth causes significant operational inefficiencies, missed opportunities and clouded visibility. How do we address the issue of transparency plaguing the industry? Can brands really optimize across channels and teams? How do we make data actionable? These are just some of the biggest issues facing the social advertising industry today.
All in, when looking at all types of campaigns (mobile application install, conversion, video views, etc.), social budgets are expected to grow to $50 billion in 2017. This is an important figure to keep in mind, as it signals the continued explosive growth of social media advertising—and that it’s here to stay.
As long as numbers are climbing, brands need to make a concerted effort to wrap their heads around this ever-growing landscape in order to help us better grasp how advertising will evolve on social.