Despite widespread consumer adoption of social media, advertisers on average allocated just 4% of their media spend to the channel in 2009, relying instead on traditional, proven online media choices that were in place before the economic downturn, according to data from interactive agency Razorfish.
Because of the recession, a great percentage of Razorfish clients' spending was in highly efficient vehicles in 2009, such as vertical websites (31%), search (25%), ad networks (20%), and ad portals (12%).
Social media display advertising accounted for just 3% of digital ad spend in 2009 among Razorfish clients, while non-display social media advertising accounted for just 1%. Mobile advertising accounted for 2% of spend.
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