"Key stat: 46% of worldwide marketing decision-makers say reaching their target audience is the biggest challenge when advertising on social media, according to a March survey from DoubleVerify and Sapio Research."
"Beyond the chart: TikTok usage has grown to 37% of US adults, up from 21% in 2021, while Instagram now reaches 50%, up from 40% in the same period, according to Pew Research."
"The challenge extends beyond reach to proving results. 67% of marketers cite proving incremental ROI as a challenge that is worsening with current economic conditions, according to WARC. Use this chart: Use this to justify investment in precision targeting tools and contextual verification. If nearly half of marketers struggle with reach, your social strategy needs more than broad awareness plays. Build the case for audience-first planning over platform-first buying."
46% of worldwide marketing decision-makers report that reaching target audiences on social media is the biggest advertising challenge. TikTok usage among US adults rose to 37% from 21% in 2021, while Instagram reach increased to 50% from 40% in the same period. Measurement is also a growing problem: 67% of marketers say proving incremental ROI is worsening under current economic conditions. These trends justify investing in precision targeting tools and contextual verification. Prioritizing audience-first planning over platform-first buying can improve targeting accuracy, campaign effectiveness, and measurable ROI.
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