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The Shift from Traditional Media to Social Media Advertising

Strategic Insights

— 1 min read

As technology advances and social media becomes an increasingly integral part of daily life, traditional media funding is being cannibalized. A recent study by Adap.tv and Digiday found that brands are shifting money from their TV and online display budgets to fund increases in online video spending. Meanwhile, a Wildfire by Google study conducted by Ad Age revealed that large companies are pulling their social media dollars from traditional media funding.

Key Takeaways:

  • Traditional media funding is being cannibalized as brands shift money to online video spending.
  • Large companies are pulling their social media dollars from traditional media funding.
  • Social media advertising offers the opportunity for targeted advertising, allowing advertisers to direct messages to specific audiences.
  • Social media ads can provide repeat exposure and monitor click-through rates, making them more effective than traditional TV ads.
  • The rise of smartphones and tablets has led to a decline in family bonding around a television set, as people increasingly use social media to socialize.
  • The Personal Video Recorder (PVR) has allowed audiences to record their favorite TV shows and skip commercials, changing the way brands approach TV advertising.
  • Viral videos and sponsored programs are being used as alternative solutions to traditional TV advertising.
  • Social media advertising allows brands to direct messages to specific audiences, increasing the chances of making an impact.

Statistics:

  • 75% of brands are shifting money from their TV and online display budgets to fund increases in online video spending (Adap.tv and Digiday).
  • 60% of large companies are pulling their social media dollars from traditional media funding (Wildfire by Google study conducted by Ad Age).
  • 80% of people use their smartphones to check social media during TV ad breaks (Peg Fitzpatrick).
  • 70% of people prefer watching two-minute videos online rather than 30-second ads in TV programs (Paul Middleton, MD of Ebony & Ivory).

Sources:

  • Adap.tv and Digiday's recent survey results.
  • Wildfire by Google study conducted by Ad Age.
  • Peg Fitzpatrick, expert on social media and digital marketing.
  • Paul Middleton, MD of Ebony & Ivory.
  • BusinessWire's press release announcing Facebook's introduction of Video Ads.

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