Social marketers look beyond display ads

05/24/2010 | Adweek

Ads on social networks account for only a small amount of most brands' advertising budgets, according to a survey. Experts say that's likely because as brands become more socially savvy, they're putting their time and energy into engaging directly with users, rather than simply plastering networks with display ads. "A lot of the money going into social is people powered, like blogger outreach. You don't see that in the media spend," says one marketing executive.

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