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According to eMarketer, US digital ad spend will approach $60 billion by the end of this year, with retail and financial services leading the charge in mobile advertising. It’s clear we’ve come a long way from traditional tactics. Performance marketers have observed a shift in consumer time spent online, cutting budgets from print media and radio and increasing search and social media investments in an effort to be where their customers are. Even television advertising budgets are not immune to poaching from digital channels. Popular networks like Facebook and Twitter have become go-to resources for reaching audiences on a very large scale – but the magic of social media advertising is the ability to get extremely granular with targeting and retargeting. Marketers are able to align campaigns with age, location, interests, gender, devices, Internet connectivity and more, ensuring that messaging is relevant and compelling…

Direct Response: Social Media Advertising’s ROI Engine