Major Brands Increasing Spending On Social Media

Seventy-Nine percent of brands surveyed by AdMaster plan to increase digital ad spending by an average of 20%. Similar surveys from 2018 and 2017 showed average spend increases of 18% and 17% respectively.

AdMaster surveyed 110 advertisers of which most were larger brands. For both larger and smaller brands, digital is relatively more cost-efficient and impactful - which could prove valuable if there’s an economic slowdown.

Digital accounted for 64.8% of China’s total media ad spending- in 2018 - according to eMarketer. eMarketer’s evaluation of the US, sees digital ad spending overtaking traditional media for the first time in 2019 – moving up to 55% of all ad spending.

Social Spending Is Up

Social media runs in parallel with digital spending. Eighty-one percent of brands surveyed by AdMaster, are planning to increase investments into social media on average of 21%.

In addition, data from iResearch also reflect strong growth of social marketing, as measured through revenue at the major social networking platforms, such as Weibo, WeChat, QQ and Baidu Tieba.

While the rate of growth is slowing, revenue through social channels is projected to continue growing at a 30% pace year-on-year.