Nearly 1 in 3 U.S. advertisers plan to increase paid social media ad budgets by more than 11% this year, according to a Digiday survey for Vizu. Overall, 64% of marketers plan an increase, and fewer than 2% will lower their budgets. But fully 70% of those marketers allocate 10% or less to those platforms, with agencies and marketers considering the campaigns more for branding than for direct response.