With social set to soon surpass portals as the most engaging online activity, advertisers are already on-board, with a whopping "83 percent of advertisers surveyed said they run social ads in conjunction with online display campaigns" - marking the importance social ads are starting to place.
The really interesting bit was that "offline, advertisers reported that they are most inclined to run paid social ads with print and TV campaigns". About half of the surveyed advertisers use print ads along with paid social media. This is a great indication that social could be naturally bridging the gap between online and offline ad efforts.
There are other interesting figures in this report so make sure to give it a read!