The Most Popular Form Of Paid Advertising Is …

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There’s no denying it: More local businesses are buying ads and boosting posts on social media than they are on any other type of digital media, says local advertising analyst Gordon Borrell.


His latest Chart of the Week shows just how popular it has become.

As shown above, social media advertising now towers over e-mail advertising.

But, look at where digital video and digital audio each appear.

That represents tremendous growth opportunities for both radio and television stations, given the increased desire — and need — to have access via a smartphone.

“It’s targeted, instantaneous and interactive,” Borrell says of paid social media advertising.

But, he adds, “it’s also a cheap date.”

Thus, it’s not No. 1 in terms of what advertisers spend on it.

As such, radio and TV have room to grow.