#paid-social

#paid-social

If you look it from an ROI point of view, the cost of paid social has gone up so substantially over the past few years while the effectiveness is down trending,

Ryan Schuster, the director of paid search and social at media agency Exverus by Brainlabs, exemplifies this strategy. While working with clients such as Premier Protein, Theralogix supplements, and New Belgium Brewing, Schuster says he typically puts 60 percent of their paid social budget toward Meta and 30 percent toward TikTok. Then, he either spends the remaining 10 percent on Reddit "or some sort of other test-and-learn" channel.

We expect that fewer consumers will be landing on the web pages where most of that display inventory has historically existed, and so there will just be fewer monetizable audiences there to begin with,

For years, brands tried to split the difference by hiring a PR agency for visibility, an affiliate manager for commerce coverage and affiliate partnerships, and a media buyer for paid social scale. Seven years ago, I, in fact, was one of them as the former VP of Marketing and Founding Team at Ritual. On paper, it made sense. In practice, I found it created silos, competing agendas, and a lack of shared accountability and synergy across agencies and partners.

Australia's digital scene is buzzing, and some of the country's most talented agencies are leading the way. The Netty Awards are once again shining a light on these standouts, celebrating the creativity, strategy, and results that help brands capture attention and make a lasting impact online. From scroll-stopping social campaigns to clever digital strategies that drive real results, these agencies show that great work is as much about genuine connection as it is about clicks and follows.