Aggregate Knowledge Report Finds Social Reaching Best AudiencesSocial media visitors appeared to be the best kinds of targets for marketers and advertisers in Q2, an Aggregate Knowledge report has found, a trend that has now been ongoing for three quarters in a row.

Social's Reach, Cost Make it Effective

While exchanges face rising prices on Google AdWords, portals and social performed quite high on reaching audiences, the report found. Advertising exchanges, where buyers and sellers bid on ad inventory, became more costly on average compared to social, portals and networks for the first time.

This isn't too surprising given how poorly Google did in Q2, largely because of the impact of AdWords pricing. Marketers are getting less for their AdWords spend, while portals and social are improving in their ability to reach audiences, the Aggregate Knowledge Global Media Intelligence Report found. Additionally, social has shown it can deliver high quality users not seen in other channels at an above average rate.

Networks and exchanges have shown they can drive volume in terms of overall users, but those users don't tend to be exclusive or unique. For those looking for new audiences then, social and portals would be the place to spend, the report suggested.

Mobile, Browser + OS Breakdown

Aggregate Knowledge consistently produces these kinds of reports based on millions of conversions and ad impressions, and for the first time, it now includes data on operating systems and Web browsers. It turns out Mac OS users deliver 8.6% more conversions than Windows OS users. Furthermore, mobile browser and OS usage make up about 8% of online events, but deliver only 7.3% of converting users.

Conversely, desktop browsers and OSes deliver more converting users than online events, the report found. Internet Explorer and Safari actually had more unique and converting users than there were online events, and that means those using those browsers could be more likely to convert.

There's a wide selection out there of browsers both mobile and otherwise, and clearly they have different capabilities depending on where they are found. In a browser environment, one way campaigns can take advantage of mobile is with responsive design, something we've been talking about throughout July.

Even advertisements can be made to be responsive with Google's asynchronous ad code, for example. With this embedded in a webpage's HTML, ad codes can be sized directly via the page's CSS. This is a new AdSense feature that can be selected when an AdSense ad code is created. It's in beta now, but it could prove to be an effective tool for mobile marketing, an obviously growing segment.