Social media was the most effective online paid channel for driving impressions, clicks, and conversions at a low cost in the second quarter of 2014, according to a recent report from Neustar.

Social demonstrated the best cost efficiency of the four paid online channels examined (social, portals, networks, and exchanges), indexing 70% cheaper than the average cost for digital spend and showing a 32% decrease in cost quarter over quarter.

The reduced pricing of social inventory in 2Q14 came thanks largely to the increased use of demand-side platforms (DSPs), which allow for programmatic and real-time buying.

Digital ad networks registered a 28% increase in cost compared with 1Q14, partly due to the FIFA Men's World Cup, when marketers invested in premium placements on networks serving soccer-related content.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji