New survey by Ad Age and RC Capital finds 74 per cent of budgets for Facebook include purchasing advertising
Marketers are ramping up their investments into Facebook advertising as the social media platform becomes a more important part of their marketing mix than Twitter, a new survey claims.
The survey was undertaken in August by US publication, Ad Age, in partnership with RBC Capital, of 1200 subscribers, and found 74 per cent of budgets now include outlays on Facebook ads. This is up from 54 per cent in the previous June 2012 survey.
The greatest majority (27 per cent) of respondents are spending up to 10 per cent of their social media budget on advertising. Overall, 83 per cent of marketers are using Facebook as a marketing channel, and 56 per cent expected Facebook ad budgets to rise in the next year. Respondents to the survey included both client-side and agency employees.
Facebook also topped both Twitter and LinkedIn in terms of most important advertising platforms from an ROI perspective, although the top spot was held by Google.
Mobile also shined through as a rising concern, and Facebook’s mobile app was rated as either ‘very important’ or ‘somewhat important’ by 74.5 per cent of respondents. This was up from 67 per cent the previous year, and was despite the fact that 38 per cent found the ROI on Facebook’s mobile and desktop ads to be about the same.
What was also apparent is that Facebook still has a way to go before it meets wider expectations around analytics and tracking. Two-thirds were ‘somewhat satisfied’ in the data and analytics tracking they received, but 20 per cent were ‘somewhat dissatisfied’. Respondents were also equally split on whether Facebook’s support for advertisers over the past six months has improved or stayed the same.
Facebook aims to simplify advertising for marketers
Facebook undervalued in last-click attribution model
Facebook talks hyper-targeting, analytics and cross-platform
In addition, 48.3 per cent said the ROI on Facebook hasn’t changed in the past six months, while 36.6 per cent cited some improvement. Nearly 8 per cent claimed its ROI had ‘somewhat deteriorated’.
More widely, about half the respondents to Ad Age’s survey spend between 1-10 per cent of overall marketing dollars on social media, while 16 per cent spend between 11-20 per cent.
More than two-thirds also expect total online advertising budgets to increase in the next 12 months.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
