Marketers Accelerate Social Display Ad Spending

emarketing reporting: Many marketers are still learning to use social media to achieve online marketing objectives, but findings from advertising industry research firm Advertiser Perceptions shows they are gaining confidence when it comes to display ad buying on social networks.
More than half (59%) of US marketers and agencies planned to increase their social media display ad spending on sites like Facebook in the next 12 months. In comparison, less than a third (31%) planned to boost display ad spending on ad networks and exchanges, and just 29% expected to do so on publisher sites.

The number of US marketers and agencies anticipating spending increases for social media advertising was more than double that for demand-side platforms (DSPs), a programmatic method of purchasing display ads many industry professionals herald as the future of ad buying. The complexity of purchasing inventory through these platforms and the inability to ensure brand-safe content placements could be two reasons 14% of respondents actually planned to decrease their DSP budget.
http://www.emarketer.com/Article.aspx?R=1008926&ecid=a6506033675d47f881651943c21c5ed4