Paid endorsements by online influencers is now used by 52 percent of online marketers -- a number that is rapidly closing in on display ads (58 percent) as the top paid avenue for online advertising. The explosion was registered in the 2014 State of Sponsored Social Report conducted by Halverson Group on behalf of influencer marketing firm IZEA.
It’s not just the fact that "sponsored social" is second on the list of channels used, it’s how quickly it rose to popularity. When asked how they feel about various marketing channels vs. how they felt a year ago, marketers showed a far greater gap between then and now in sponsored social against any other channel. In fact, sponsored social’s momentum was almost twice that of experiential marketing and more than twice that of online display ads.