US marketers are investing more of their advertising budget in social media and TV (19% each) than in digital (14%), email (12%), and out-of-home (7%) media channels, according to Quad.

There is a misalignment between where marketers spend their advertising dollars and where consumers spend their media time, according to a report by Insider Intelligence/eMarketer.

“According to our projection, digital media will account for 74.6% of all US ad expenditure this year, despite the fact that US individuals spend only 62.1% of their daily media time with digital,” the report noted.

Marketers may prefer social media to other channels because of its niche targeting capabilities, low cost, and track record of measurable ROI.


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