“Just 35% of advertisers target many small, specific audiences when buying ads or paying to promote content on social media properties, according to a study conducted by Forrester Consulting on behalf of Kenshoo Social. The study reveals that the most common practice among these professionals (who spend upwards of $100,000 a year on social advertising) is rotating through multiple creatives (60%). Even when using targeting, paid social media advertisers are using more basic types, according to the study.”

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