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2015 Consumer State of Sponsored Social

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A nationally-represented sample of qualified social media consumers reveals they are not only aware of Sponsored Social messages, but also find them highly effective:
Over one in three adult online users age 18-70 have seen a Sponsored Social message in the past year.

Overall, consumers estimate they see a total of 86 Sponsored Social messages per month across all platforms – or about three per day.

Overall, about two in five consumers are seeing more Sponsored Social messages than one year ago, with highest penetration sites driving the greatest increase.

Sponsored Social is perceived by social media users to be equally or more effective than TV commercials, and far exceeded banner and traditional print/radio ads in terms of effectiveness.

Consumers rate the credibility, trust/respect, and actual product use of Content Creators as the key drivers to Sponsored Social effectiveness; creator popularity, fame and audience size are far less important.

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2015 Consumer State of Sponsored Social

  1. 1. 2015 CONSUMER STATE OF SPONSORED SOCIAL A First Wave Baseline 
 National Study ©2015 IZEA, Inc.
  2. 2. BACKGROUND METHODOLOGY 2015 CONSUMER STATE OF SPONSORED SOCIAL
  3. 3. STUDY METHODOLOGY Consumer State of Sponsored Social National Baseline Survey HOW WHO WHAT National online survey independently managed and executed for IZEA • Designed and analyzed by The Right Brain Consumer Consulting, LLC with analytic support from Halverson Group • Programmed and hosted by Lightspeed/GMI using their nationally representative online panel Nationally-representative U.S. sample of 1003 consumers age 18-70 • Balanced by gender, age, ethnicity, and geography - no more than 15% age 50-70 • Spent 15+ hours per month online beyond using e- mail • All qualified respondents had to visit 1+ social media platforms at least monthly (most much more) • All must have noticed Sponsored Social message/ posts/content in the past year Survey topics: • Social media usage (frequency, level of engagement, profile of people followed in social media) • Sponsored Social messaging awareness and volume (number of messages seen per month by platform overall and vs. YA) • Usage of other types of media (print, broadcast, digital) • Perceived effectiveness of advertising/marketing messages across traditional, digital, and sponsored social media • Level of engagement in range of online subject matter • Perceived effectiveness of Sponsored Social messages in specific subject matter • Perceived drivers of Sponsored Social message effectiveness • Profiling variables (demos, opinion leadership, etc.)
  4. 4. Over 1 in 3 Americans age 18-70 qualified for the study This will be the sample base for reported learning unless otherwise noted 100% 71% 67% 36% Consumers with online access age 18-70 Online 15+ hours per month beyond e-mail Past month social media users Noticed Sponsored Social message in past year Social media usage was defined as visiting 1+ of 
 11 social media platforms monthly. The term “Sponsored Social” was defined in survey to ensure accurate consumer understanding and response.* * “Sponsored Social is when you see posts from people you follow on online platforms such as those you just indicated you visit, read, subscribe to or follow. In Sponsored Social, part of the original content is an advertisement of some kind. It may involve the person taking a photo with a product that is endorsing them, or the person mentioning the service or product in their blog post. These sponsorships are always disclosed within the post – that is, the sources/writers say they are being compensated or paid to endorse the product.”
  5. 5. Relative Newbies about 1 in 4 weekly: Vine & Periscope Specialty Players About 1 in 3 Weekly: Instagram, LinkedIn, Tumblr, Snapchat Strong Second Tier Over 7 in 10 in U.S. yearly, over half weekly+: Blogs, Twitter, Pinterest Ubiquitous Used Weekly+ by 3 in 4 or more: YouTube & FB Internet consumers’ level of usage of the 11 social media platforms studied breaks into four broad tiers. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% YouTube Facebook Blogs Twitter Pinterest Instagram LinkedIn Tumblr Snapchat Vine Periscope 3% 6%6% 8% 11% 15% 21% 24% 26% 35% 54% 20% 28% 30% 32% 39% 43% 52%52% 58% 76% 83% 25% 38% 40% 44% 46% 56% 59%60% 68% 85% 89% 37% 55% 56%56% 67% 72%72% 74% 79% 95% 99% Yearly penetration Monthly penetration Weekly penetration Daily penetration Note: Throughout presentation, “Regular User” = Visit Monthly+ (Base: Contact Sample who use Internet 15+ hours per month)
  6. 6. No matter the social media destination, once consumers become users, they find the platform engaging. 0 1 2 3 4 5 6 7 8 9 10 Facebook YouTube Instagram Snapchat Twitter Pinterest Periscope Blogs Tumblr Vine LinkedIn 7.27.3 7.57.47.4 7.77.77.7 8.0 8.2 8.4 6.76.8 7.07.17.27.37.47.5 7.7 8.28.3 Total Regular User Facebook, YouTube, and Instagram are the highest- rated, but all ratings strong – especially among “Regular Users” who visit monthly or more. Consumer Interest/Engagement in Site/App Content (Mean Score, 1-10 Scale)
  7. 7. The 11 social media platforms studied split into three tiers in terms of the balance of “famous” vs. “regular” people followed/read. Tier 1 Famous Skewed (60%+) Tier 2 Generally Balanced Tier 3 “Regular” Skewed (52%+) YouTube 63% 37% Vine 61% 39% Twitter 62% 38% Periscope 60% 40% Facebook 57% 43% Instagram 54% 46% Tumblr 53% 47% Wordpress 51%49% Snapchat 48% 52% Pinterest 44% 56% LinkedIn 44% 56% Regular Famous Of note, Blogs are the most “balanced” of all platforms studied. NOTE: Famous = Net of “Extremely” + “Somewhat” Famous Responses
  8. 8. CONSUMER RESPONSES 2015 CONSUMER STATE OF SPONSORED SOCIAL
  9. 9. Overall, consumers estimated they see a total of 86 Sponsored Social 
 messages per month across platforms – or about 3 per day On specific sites, the estimated number of Sponsored Social messages seen ranges from 16 – 42 on average. Platforms with more frequently- changing content yield higher average number of Sponsored Social messages seen. Facebook YouTube Twitter Instagram Snapchat Vine Tumblr Blogs Periscope LinkedIn Pinterest 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34 36 38 40 42 44 46 48 50 16 17 18 19 20 20 22 27 28 33 42 Total Sample Mean Est. Mean Number of SS Messages Seen per Month (Base : Users of Each Social Media Platform) N/A
  10. 10. Consumers are noticing more SS messaging vs. 2014, with Net Positive Message Volume Momentum across all platforms. We asked consumers if they thought they were seeing “More, the Same, or Less” Sponsored Social messages than one year ago. N/A Total Sponsored Social Facebook YouTube Twitter Instagram Snapchat Blogs Pinterest Vine Tumblr LinkedIn Periscope -30 -25 -20 -15 -10 -5 0 5 10 15 20 25 30 35 40 45 50 55 60 -25 -16 -16 -17 -15 -14 -17 -13 -13 -9 -11 -10 28 29 30 32 33 33 36 44 50 52 57 49 % Positive Shift % Negative Shift +39 +45 +43 +37 +31 +19 +15 +14 +13 +20 Dominant industry leaders generating the highest SS volume momentum vs. year ago Net Momentum + minus - +3 +19 2015 Momentum of Sponsored Social Message Volume
  11. 11. Most regular online consumers still engage in a diverse media mix at least sometimes. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social Media Online search TV Subscription TV Broadcast radio Online NP Dig/Online/Sat Radio Paper Mags Paper NP Online Mags 26% 26% 26% 37%34%29% 56% 48% 71% 42% 45% 49% 41% 44% 50% 27% 38% 27% 100% A little A lot Engagement Among Social Media Users Across the Media Spectrum
  12. 12. Among the Total Sample, message effectiveness ratings for all Sponsored Social platforms were quite high. Sponsored Social Message Type Total Rater Mean Effectiveness Score (1-10 Scale) Total Rater T3B% Effectiveness Rating (1-10 Scale) SS message on Periscope 7.7 61% SS message on Snapchat 7.5 58% SS message on Instagram 7.4 56% SS message on LinkedIn 7.3 56% SS message on Tumblr 7.2 55% SS message on Vine 7.2 53% SS message on Twitter 7.2 52% SS message on Pinterest 7.1 51% SS message on Facebook 7.1 51% SS message on Blogs 7.1 50% SS message on YouTube 7.0 50% All ratings were at 7.0 or above, with T3Box ratings of 50%+ across each platform
  13. 13. Outside of television commercials no other form of marketing rated higher than a 6.9 In fact, across the 29 total marketing message types rated, only TV commercials were rated as highly as Sponsored Social. Marketing Message :
 SS & TV Commercial Total Rater Mean Effectiveness Score (1-10 Scale) Total Rater T3B Effectiveness Rating (1-10 Scale) SS message on Periscope 7.7 61% SS message on Snapchat 7.5 58% SS message on Instagram 7.4 56% TV Commercial 7.3 56% SS message on LinkedIn 7.3 56% SS message on Tumblr 7.2 55% SS message on Vine 7.2 53% SS message on Twitter 7.2 52% SS message on Pinterest 7.1 51% SS message on Facebook 7.1 51% SS message on Blogs 7.1 50% SS message on YouTube 7.0 50%
  14. 14. Sponsored Social messaging is regarded by social media users 18-70 as equally 
 or more effective than all other forms of marketing messaging measured. MARKETING MESSAGE EFFECTIVENESS RATINGS (Base:Total Raters) Total Rater Mean Effectiveness Score (1-10 Scale) Total Rater T3B Effectiveness Rating (1-10 Scale) Sponsored Social message on Periscope 7.7 61% Sponsored Social message on Snapchat 7.5 58% Sponsored Social message on Instagram 7.4 56% TV commercial 7.3 56% Sponsored Social message on LinkedIn 7.3 56% Sponsored Social message on Tumblr 7.2 55% Sponsored Social message on Vine 7.2 53% Sponsored Social message on Twitter 7.2 52% Sponsored Social message on Pinterest 7.1 51% Sponsored Social message on Facebook 7.1 51% Sponsored Social message on Blogs 7.1 50% Sponsored Social message on YouTube 7.0 50% Social media product/brand "Like" or "Following" 6.9 47% TV sponsorship 6.8 45% Unpaid search result on a search engine 6.7 43% TV embedded content 6.6 42% Online video commercial on a website 6.6 41% Paid search result on a search engine 6.5 41% Print ad in a paper magazine 6.4 38% Online, digital, or satellite radio or podcast sponsorship/underwriting 6.3 38% Online, digital, or satellite radio or podcast commercial or product mention 6.3 37% Embedded ad or product message on a social media stream 6.3 37% Broadcast radio commercial 6.3 37% Banner advertisement on a website 6.2 36% Print ad in a paper newspaper 6.2 36% Online newspaper ad/e-newspaper ad 6.1 35% Online magazine ad/e-magazine ad 6.1 35% Broadcast radio program sponsorship/underwriting 6.1 34% Radio host/disc jockey endorsement 6.0 34% The top 3 forms of sponsored social rated by mean effectiveness are all highly visual platforms
  15. 15. We recognized that current users of a social platform would likely rate advertising on that platform as more effective than all consumers would. So, for an apples-to-apples view, we compared message effectiveness ratings only among users of each given platform to ratings of Sponsored Social effectiveness among each platform’s users.
  16. 16. Even when looking among each medium's users only, Sponsored Social stays at the top of the marketing effectiveness rankings. No message types earned higher ratings than the 
 highest-rated Sponsored Social messages – and most received lower absolute ratings. MARKETING MESSAGE EFFECTIVENESS RATINGS AMONG USERS OF MEDIUM ONLY Total Rater Mean Effectiveness Score (1-10 Scale) Total Rater T3B Effectiveness Rating (1-10 Scale) Sponsored Social message on Periscope 7.7 61% TV commercial 7.5 59% Sponsored Social message on Snapchat 7.5 58% Sponsored Social message on Instagram 7.4 56% Sponsored Social message on LinkedIn 7.3 56% Sponsored Social message on Tumblr 7.2 55% Sponsored Social message on Vine 7.2 53% Sponsored Social message on Twitter 7.2 52% Sponsored Social message on Pinterest 7.1 51% Sponsored Social message on Facebook 7.1 51% Sponsored Social message on Blogs 7.1 50% TV sponsorship 7.1 49% Sponsored Social message on YouTube 7.0 50% Online magazine ad/e-magazine ad 7.0 48% Print ad in a paper newspaper 7.0 47% Print ad in a paper magazine 7.0 46% Social media product/brand "Like" or "Following" 6.9 47% Online, digital, or satellite radio or podcast sponsorship/underwriting 6.9 45% TV embedded content 6.9 45% Online, digital, or satellite radio or podcast commercial or product mention 6.8 44% Unpaid search result on a search engine 6.7 44% Online newspaper ad/e-newspaper ad 6.7 42% Broadcast radio commercial 6.7 40% Online video commercial on a website 6.6 41% Paid search result on a search engine 6.5 41% Broadcast radio program sponsorship/underwriting 6.5 40% Radio host/disc jockey endorsement 6.5 40% Embedded ad or product message on a social media stream 6.3 37% Banner advertisement on a website 6.2 36%
  17. 17. Sponsored Social message on Facebook Sponsored Social message on Periscope Sponsored Social message on Snapchat Sponsored Social message on Twitter Sponsored Social message on YouTube Sponsored Social message on Instagram Social media product/brand "Like" or "Following" Sponsored Social message on LinkedIn Sponsored Social message on Pinterest Sponsored Social message on Tumblr TV commercial Sponsored Social message on Blogs Sponsored Social message on Vine Online video commercial on a website TV sponsorship Unpaid search result on a search engine Embedded ad or product message on a social media stream TV embedded content Banner advertisement on a website Online, digital, or satellite radio or podcast commercial or product mention Paid search result on a search engine Online, digital, or satellite radio or podcast sponsorship/underwriting Online magazine ad/e-magazine ad Broadcast radio commercial Online newspaper ad/e-newspaper ad Broadcast radio program sponsorship/underwriting Print ad in a paper magazine Radio host/disc jockey endorsement Print ad in a paper newspaper -30 -26 -22 -18 -14 -10 -6 -2 2 6 10 14 18 22 26 30 34 38 42 46 50 -28 -24 -25 -21 -19 -19 -19 -15 -17 -15 -17 -14 -15 -14 -12 -13 -15 -11 -10 -14 -10 -12 -11 -11 -10 -10 -9 -10 -11 22 21 23 20 22 23 23 27 29 27 30 27 29 29 31 33 37 34 33 38 38 40 43 45 44 44 44 45 48 more effective less effective CONSUMER MARKETING MESSAGE EFFECTIVENESS MOMENTUM VS. YEAR AGO Sponsored Social messages’ Momentum ranged from +22-37%, with + outpacing – by a 2-3 to 1 margin in most cases Net Momentum + minus - Ratings can be broken into three broad tiers +37% +36% +35% +35% +34% +33% +32% +28% +27% +24% +23% +23% +22% +20% +19% +15% +15% +13% +13% +13% +12% +12% +4% +4% +4% -1% -2% -3% -7% Other TV & Digital messages ranged from +12-20% -- still growing in perceived net effectiveness, but not at same pace as SS Traditional radio and print ads had low to negative Momentum, with + more evenly balanced with -
  18. 18. INFLUENCING SPONSORED SOCIAL EFFECTIVENESS We explored the relative importance of a range of factors that could influence Sponsored Social effectiveness. Each dimension was rated on 1-10 scale, and then the Top 3 most important factors were selected by consumers SOURCE POPULARITY/AUDIENCE/FAME • The number of followers or readers the source/writer has • How well-known the source/writer is • How popular the source/writer is • How successful the source/writer seems to be SOURCE EXPERTISE/CREDIBILITY • The credibility or believability of the source/writer • The source/writer’s expertise or knowledge about the product or 
 brand category SOURCE RESPECT/ADMIRATION/LONGEVITY • How much you like/admire the source/writer • How much you respect the source/writer • How long you have been following/ reading the source/writer PRODUCT EXPERIENCE/DETAIL/FIT • Whether you can tell the source has actually tried/used the product
 or brand • How much detail the source/writer provides about the product or brand • The fit of the product/brand with the source/writer • Your own past experience with products the source/writer has endorsed SOURCE SPONSORED SOCIAL APPROACH/PROFILE • How many products/services the source/writer endorses • The relative proportions of the source/writer’s posts that are non-sponsored vs. sponsored • Whether the source/writer discloses that he/she was paid for the endorsement
  19. 19. Real product experience and a sense of content creator credibility, expertise, and resulting respect are top-rated Sponsored Social effectiveness drivers. Whether you can tell the source has actually tried/used the product or brand The credibility or believability of the source/writer Your own past experience with products the source/writer has endorsed How much detail the source/writer provides about the product or brand The source/writer's expertise or knowledge about the product or brand category How much you respect the source/writer How much you like/admire the source/writer The fit of the product/brand with the source/writer Whether the source/writer discloses that he/she was paid for the endorsement How successful the source/writer seems to be How long you have been following/reading the source/writer The relative proportions of the source/writer's posts that are non-sponsored vs. sponsored How many products/services the source/writer endorses How well-known the source/writer is How popular the source/writer is The number of followers or readers the source/writer has 0% 4% 8% 12% 16% 20% 24% 28% 32% 36% 40% 44% 48% 52% 56% 60% 57% 58% 59% 59% 60% 60% 44% 44% 46% 46% 46% 47% 48% 50% 52% 52% T3Box Ratings of Importance in Driving SS Message Effectiveness (10-point scale)
  20. 20. SUBSAMPLE INSIGHTS 2015 CONSUMER STATE OF SPONSORED SOCIAL
  21. 21. Est. Mean Number of Annual Penetration by Gender Qualified males in study had generally higher annual penetration levels on all except the most universal social media platforms (plus Pinterest). 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% YouTube Facebook Blogs Twitter Pinterest Instagram LinkedIn Tumblr Snapchat Vine Periscope 48% 65%64% 66% 75%76% 68% 80% 84% 94% 98% 27% 46% 48%47% 59% 67% 77% 69% 75% 95% 98% Females Males (Base: Contact Sample who use Internet 15+ hours per month)
  22. 22. But once females become platform users, they visit the majority of social media platforms more often per month than men. 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 105 110 Facebook YouTube Instagram Twitter Snapchat Tumblr Pinterest Blogs Vine LinkedIn Periscope 17.2 25.1 22.5 25.6 21.122.0 33.0 49.3 41.8 65.0 76.3 16.616.7 22.1 26.1 37.1 57.3 67.3 53.6 72.6 52.1 106.4 Females Males (Base: Contact Sample who use Internet 15+ hours per month) Estimated Mean Number of Visits per Month by Gender Exceptions: YouTube and LinkedIn, which males visit more often than females each month HYPOTHESIS: Fewer females are FT employed than males, so they may have more time for engaging in social media other than business-focused applications.
  23. 23. When it comes to marketing message effectiveness across media types and subject matter, women are far more skeptical across-the-board than men. But Sponsored Social still tops the effectiveness list for both genders.
  24. 24. Males rate all marketing message types as more effective than females, although the relative effectiveness rankings remain generally similar. Top 3 Box Effectiveness Channels Total Sample Males Females Sponsored Social message on Periscope 62% 68% (110) 51% (82) Sponsored Social message on Instagram 58% 66% (114) 49% (84) Sponsored Social message on LinkedIn 56% 61% (109) 45% (80) Sponsored Social message on Snapchat 56% 62% (111) 46% (82) Sponsored Social message on Tumblr 56% 65% (116) 43% (77) TV commercial 55% 62% (113) 47% (85) Sponsored Social message on Twitter 53% 61% (115) 40% (75) Sponsored Social message on Vine 52% 57% (110) 42% (81) Sponsored Social message on Facebook 51% 58% (114) 42% (82) Sponsored Social message on Pinterest 51% 59% (116) 42% (82) Sponsored Social message on Blogs 50% 56% (112) 41% (82) Sponsored Social message on YouTube 50% 59% (118) 41% (82) Social media product/brand "Like" or "Following" 47% 50% (106) 43% (91) TV sponsorship 45% 53% (118) 38% (84) Unpaid search result on a search engine 43% 50% (116) 36% (84) Online video commercial on a website 42% 51% (121) 31% (74) TV embedded content 41% 49% (120) 33% (80) Paid search result on a search engine 41% 47% (115) 34% (83) Print ad in a paper magazine 38% 45% (118) 31% (82) Banner advertisement on a website 38% 46% (121) 29% (76) Online, digital, or satellite radio or podcast commercial or product mention 37% 48% (130) 26% (70) Online, digital, or satellite radio or podcast sponsorship/underwriting 37% 45% (122) 28% (76) Embedded ad or product message on a social media stream 37% 46% (124) 27% (73) Print ad in a paper newspaper 36% 45% (125) 26% (72) Online magazine ad/e-magazine ad 36% 44% (122) 27% (75) Broadcast radio program sponsorship/underwriting 35% 43% (123) 25% (71) Online newspaper ad/e-newspaper ad 35% 43% (123) 26% (74) Broadcast radio commercial 34% 43% (126) 25% (74) Radio host/disc jockey endorsement 34% 42% (124) 25% (74) Females consistently gave all types of such messages lower effectiveness ratings than men – and Sponsored Social types were no exception.
  25. 25. Exception: the almost universally-used YouTube, where penetration peaks at Age 18-24. Monthly usage of most social media platforms
 peaks in the 30-39 age group. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% YouTube Facebook Blogs Twitter Pinterest Instagram LinkedIn Tumblr Snapchat Vine Periscope 5% 10%11% 14% 45% 21% 44% 36% 46% 89% 85% 20% 32% 28% 36% 51% 55%54% 62%62% 86% 90% 51% 60% 67% 60% 69% 79% 77%76%76% 95%95% 30% 51%52% 45% 50% 77% 64% 74%74% 92% 95% 18% 48% 64% 52% 44% 70% 55% 67% 65% 89% 98% 18-24 25-29 30-39 40-49 50-70 **Caution: Small Sample Base for some age groups and social media platforms Estimated Monthly Usage Penetration by Age HYPOTHESIS: This time-squeezed life-stage likely makes marketing a particularly relevant information source.
  26. 26. The perceived effectiveness of marketing messages also peaks in the 30-39 age group. Top 3 Box Effectiveness Channels Total Sample 18-24 25-29 30-39 40-49 50-70 Sponsored Social message on Periscope 62% 50% (81) 67% (108) 65% (105) 58% (94) 25% (40) Sponsored Social message on Instagram 58% 41% (71) 66% (114) 64% (110) 58% (100) 50% (86) Sponsored Social message on LinkedIn 56% 38% (68) 62% (111) 66% (118) 42% (75) 30% (54) Sponsored Social message on Snapchat 56% 32% (57) 60% (107) 64% (114) 56% (100) 56% (100) Sponsored Social message on Tumblr 56% 37% (66) 55% (98) 68% (121) 44% (79) 43% (77) TV commercial 55% 38% (69) 53% (96) 66% (120) 49% (89) 54% (98) Sponsored Social message on Twitter 53% 39% (74) 55% (104) 66% (125) 32% (60) 36% (68) Sponsored Social message on Vine 52% 30% (58) 54% (104) 59% (113) 46% (88) 56% (108) Sponsored Social message on Facebook 51% 37% (73) 56% (110) 61% (120) 38% (75) 39% (76) Sponsored Social message on Pinterest 51% 34% (67) 53% (104) 56% (110) 54% (106) 39% (76) Sponsored Social message on Blogs 50% 35% (70) 50% (100) 60% (120) 40% (80) 30% (60) Sponsored Social message on YouTube 50% 37% (74) 60% (120) 59% (118) 41% (82) 42% (84) Social media product/brand "Like" or "Following" 47% 36% (77) 57% (121) 56% (119) 36% (77) 34% (72) TV sponsorship 45% 33% (73) 50% (111) 55% (122) 37% (82) 39% (87) Unpaid search result on a search engine 43% 32% (74) 47% (109) 53% (123) 36% (84) 31% (72) Online video commercial on a website 42% 34% (81) 44% (105) 54% (129) 31% (74) 22% (52) TV embedded content 41% 31% (76) 41% (100) 54% (132) 31% (76) 28% (68) Paid search result on a search engine 41% 33% (80) 45% (110) 50% (122) 30% (73) 28% (68) Print ad in a paper magazine 38% 22% (58) 34% (89) 50% (132) 32% (84) 36% (95) Banner advertisement on a website 38% 30% (79) 35% (92) 51% (134) 30% (79) 23% (61) Online, digital, or satellite radio or podcast commercial or product mention 37% 25% (68) 35% (95) 50% (135) 30% (81) 25% (68) Online, digital, or satellite radio or podcast sponsorship/underwriting 37% 24% (65) 40% (108) 51% (138) 24% (65) 24% (65) Embedded ad or product message on a social media stream 37% 26% (70) 45% (122) 45% (122) 28% (76) 24% (65) Print ad in a paper newspaper 36% 17% (47) 30% (83) 49% (136) 31% (86) 33% (92) Online magazine ad/e-magazine ad 36% 23% (64) 32% (89) 51% (142) 26% (72) 18% (50) Broadcast radio program sponsorship/underwriting 35% 18% (51) 33% (94) 49% (140) 25% (71) 23% (66) Online newspaper ad/e-newspaper ad 35% 24% (69) 34% (97) 48% (137) 26% (74) 18% (51) Broadcast radio commercial 34% 22% (65) 34% (100) 47% (138) 26% (76) 22% (65) Radio host/disc jockey endorsement 34% 21% (62) 26% (76) 49% (144) 28% (82) 19% (56)
  27. 27. INSIGHTS & IMPLICATIONS 2015 CONSUMER STATE OF SPONSORED SOCIAL
  28. 28. Over 1 in 3 adult online users 18-70 have seen a Sponsored Social message
 in the past year.
  29. 29. KEY INSIGHTS Social Media Engagement • 2 of 3 adult online users age 18-70 use social media monthly • Once consumers engage in a social media platform, they find its content quite engaging Sponsored Social Exposure • Messages are breaking through across all social media platforms • On average, these adults see 3 such messages per day Marketing Message Effectiveness • Sponsored Social messages now rank alongside TV commercials as the most effective marketing messages in the media mix in consumers’ minds • SS Effectiveness Momentum metrics indicate the effectiveness has improved year-on-year Sponsored Social Effectiveness Influencers • The keys to effectiveness are content creator credibility, trust/respect, and actual product use and detail • Creator popularity/fame and audience size are far less important

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