Just 35% of advertisers target many small, specific audiences when buying ads or paying to promote content on social media properties, according to a study conducted by Forrester Consulting on behalf of Kenshoo Social. The study reveals that the most common practice among these professionals (who spend upwards of $100,000 a year on social advertising) is rotating through multiple creatives (60%). Even when using targeting, paid social media advertisers are using more basic types, according to the study.
Asked what types of targeting they regularly use when buying ads or paying to promote content on social networks, microblogs, or business-focused social networks, respondents were most likely to cite demographic (50%) and geographic (43%) targeting on social networks. But despite the variety of more advanced options available, just 37% said they target social networking users based on their actions, and only one-third target friends of their social networking fans (33%). Read the rest at MarketingCharts.