Chart - Media Spend Channel Efficiency Comparison

Social was a better bet than portals, networks, and exchanges last year for reaching users that can be consistently marketed to (“user quality index”), according to the latest quarterly “Global Media Intelligence Report” from Neustar Aggregate Knowledge. The study reveals that social ads performed 52% better than the 4-channel average in delivering such quality users during Q4. In fact, social ads performed better than the average during each quarter of the year.

Social also emerged as the best option for reaching exclusive users at the lowest cost throughout the year. On the measure of “reach efficiency,” social ads scored an impressive 129% higher than the average during Q4; as it did with the “user quality index,” social ended up as the only channel to outperform the average for “reach efficiency” during each quarter of the year. Read the rest at MarketingCharts.