The myth of second screening and 4 other surprising takeaways from Ad Age's new social media survey

By James Robinson , written on June 30, 2014

From The News Desk

Ad Age’s new social media survey came out today, polling 1,682 executives at marketing and media agencies. Drawing from a comprehensive pool of respondents, it held five surprising takeaways about the contours of the social media marketing landscape.

  • People keep preditcing doom and economic decline for Twitter based on its endlessly stagnating growth figures and its not so sly plan to turn itself into Facebook 2.0 to kickstart the whole enterprise. But it is still a long way from hitting its revenue ceiling; 63 percent of marketers planned to up their spending on Twitter in the next 12 months. As Twitter rolls out new app install ads and pricing models today, it's a good reminder that a flat user line doesn’t necessarily equal doom for a newer platform that hasn’t played all of its advertising cards yet.
  • Case in point, Twitter is still in experimentation mode. Less than half of respondents to a November survey had spent any money on Twitter. In May, this figure had shot up to 73 percent. People are dipping their toes in.
  • Last fall, Facebook began to cut off organic reach and advertisers got reaaal mad about having to pay to reach their audiences. It turns out this was a pretty savvy move. In September 2013, 70 percent of marketers responded to Ad Age that they’d paid for ads. Now this figure has risen to 83 percent. Classic drug dealer mindset: You give them the goods for free upfront and eventually they’ll pay for the same privilege.
  • Mobile is the ever increasing real land of plenty. Desktop is going the way of the printing press and horse drawn buggies. When asked which offered better ROI -- mobile or desktop -- for Facebook, users split 36-26 in favor of mobile, and on Twitter it was even more pronounced, with a 44-8 split.
  • Second screening remains a much-hyped myth. Only 12 percent of marketers used Facebook or Twitter alongside a TV buy.

[Image via Thinkstock]