DoubleVerify Finds Decline in Social Purchases Despite Increased Ad Spend
· 1h ago · Originally reported by PPC Land
A DoubleVerify survey of 2,020 marketers shows social media purchases dropped from 30% to 25%, while influencer impact and reach concerns also declined. Despite this, social ad spending rose by 19%, raising questions about its effectiveness as fewer users make purchases through these platforms.
Why it matters
This matters because marketers are investing more in social advertising even as its direct impact on purchases appears to be waning, suggesting a potential mismatch between spend and results.
Explain it like I’m new here
It's like spending more money on lemonade stands even though fewer people are actually buying the lemonade.
Terms in this story
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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