Member Avatar for InsightsDigital

I read this very interesting blog about how Social Media Comprises 20% of All US Display Ad Impressions as per Comscore data.

So I predict this will increase in due time.

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As noted by , Comscore was cited earlier in this thread to show a material share of display impressions coming from social platforms. Rather than fixating on the headline percentage, the operational question is how those impressions translate into measurable outcomes and what campaign structure and measurement will prove or disprove business value.

Practical steps to convert social impressions into results: begin with a single campaign objective and one primary KPI (awareness recall, traffic, leads or sales); run layered audience tests — retargeting, lookalike, interest-based — with a planned holdout; design platform-native creative with mobile-first hooks and clear CTAs; instrument tracking end-to-end (pixel events, UTM tags, server-side when possible) so attribution is defensible; run randomized A/B tests keeping audience and bidding constant to isolate creative impact; rotate creative and budget to avoid fatigue.

Common problems and fixes: misfiring tags that undercount conversions — verify with tag-debugging tools; equating impressions or CPM with business value — optimize toward CPA/ROAS and conversion rates; campaign overlap that cannibalizes test results — use non-overlapping audience segments and control groups; creative fatigue — refresh assets on a schedule and monitor CTR-to-conversion funnels for early warning.

’s tongue-in-cheek print-revival aside, formats change and attention migrates. ’s point about using the trend correctly is on target: social ad share is useful context, not a strategy. The durable playbook is measurement-first — prioritize outcome-driven tests, keep media mixes diversified, and iterate based on incremental lift rather than headline impression shares.

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Member Avatar for MktgRob

Print ads went on life support because of banner ads, banner ads went on the critical list because of social media. In both cases what grew big whithered on the vine and what took its place was doomed to the same fate eventually. So will be the case with social media ads. But right now, like you, I see there prevalence growing daily.

Member Avatar for InsightsDigital

I just wonder in the near future, what will take over social media ads. I don't know yet. Does anyone have any predictions?

Member Avatar for MktgRob

I just wonder in the near future, what will take over social media ads. I don't know yet. Does anyone have any predictions?

I predict that everyone who is tweeting and updating their facebook profiles using web-enabled phones will develop eye problems and recurring headache issues. Their doctors will tell them to get away from the little screens (and probably all screens) and read printed word again. We will then have a retro-print ad revolution.
Of course, I could be wrong!

Member Avatar for misodiet

I also think that it might increase but the challenge is to properly use this trend to promote our websites in order to achieve our goals.

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