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Brand marketers worldwide are most confident in their ability to measure return on investment (ROI) in social media marketing—64% are either extremely or very confident in this. Online and mobile video was the No. 2 most effective platform for measuring ROI (59%), while search and display tied for No. 3 (58%).

Beyond the chart: Social media also ranks higher in brand marketers' perception of overall effectiveness than any other media channel, and they plan to reward the channel—some 65% of marketers plan to increase spending. But social media isn't the only channel with spend expansion: Nearly half of marketers expect to increase podcast and streaming audio budgets, as they focus on the growth of media channels, rather than just the ability to measure ROI.

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