Dive Brief:

• The Q1 2014 Media Intelligence Report from Neustar has revealed that social media is both the most cost-effective and efficient channel.
• Neustar analyzed data from 28 billion impressions across 152 ad events from 1300 inventory providers from multiple verticals. 
• Social networks, according to the report, "continued to demonstrate influence in the upper funnel, contributing to the success of lower funnel channels” and should receive more credit. 

Dive Insight: 

The key point in the Neustar study is that social media is effective in the upper funnel — a thing that's often harder to measure. Also, as the report points out, social media often doesn't receive the credit or budget it deserves, but that could be why it labeled it most cost-effective. Either way, it's important to remember that multiple forms of advertising and marketing can and should be included in the funnel.