Marketers may be underweighting investment in social media in their media plans, an analysis of over 1,600 campaigns by data science agency Nepa suggests.

Key findings

• Retail brands allocate on average 6% of media budget and 18% of digital media budget to social media advertising.
• Nepa’s proprietary ‘Media Mix Modelling +’ system suggests that retailers should increase their social media spend by an average of 30% to drive both short- and long-term sales.
• Broad audience reach is 75% more efficient than targeting narrow audiences, as this approach builds long-term brand value.
• High frequency campaigns perform better due to higher exposure....