Social media advertising, experiencing a 300% growth in spending over five years, has become a dominant channel, particularly effective for targeting younger and digital-first audiences. This boom is attributed to evolving ad formats and content, emphasizing dynamic and organic content to engage consumers. DISQO's report, utilizing benchmark data, outlines the effectiveness of social media ads, revealing they can outperform other channels in attitudinal and behavioral metrics, particularly down the purchase funnel. However, measuring their effectiveness poses challenges due to inconsistent methodologies among vendors and limited metrics that overlook comprehensive brand growth and digital behaviors.

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