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Marketers Buy Into Social Networks and Viral Video

Posted by TeamITI on September 9, 2009

According to a comScore study of U.S. online display advertising on social networking sites in June 2009, social networking sites accounted for more than 20% of all display ads viewed online, with MySpace and Facebook combining to deliver more than 80% of ads among sites in the social networking category.

Among social networks being embraced by all marketers, the top sites used are:

  • Facebook (74%)
  • YouTube (65%)
  • Twitter (63%)
  • LinkedIn (60%)

And, in 2009, the most effective newer media platforms were:

  • Search engine marketing (SEM) (65%)
  • Own Web site (59%)
  • Search engine optimization (SEO) (55%)
  • E-mail marketing (45%)

The study results also reveal that b-to-b and b-to-c marketers differ in the ways they use new media platforms, including:

  • While mobile is used by 32% of overall marketers, it is three times more likely to be used by b-to-c versus b-to-b marketers (52% vs. 18%)
  • LinkedIn rates first among b-to-b marketers while Facebook is top among b-to-c.  Interestingly, says the report, Twitter is used more by b-to-b marketers (70%) than b-to-c marketers (46%)
  • B-to-c marketers see much more effectiveness from SEM (76%) than b-to-b marketers (48%)
  • Webinars are a much more effective platform for b-to-b marketers (48%) versus b-to-c (6%)

Read the entire MediaPost Research Brief here.

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