Facebook ad spend up as marketers favour platform over Twitter

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 Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Three killer strategies for data-driven audience targeting

Audience targeting is becoming an increasingly sophisticated art through data. Here, we look at three ways you can drive better engagement through different types of data assets and sources.

Michael Bird

CEO, Social Garden

Artificial intelligence, machine learning and the science of customer engagement

There is no let up for today’s CMO who needs to be the master of an ever-increasing variety of trades. Digital changed the game years ago, and now the CMO must be a skilled publisher, technologist and data analyst.

Growing skills shortage could hold our industry back

Every few weeks, I see an article about the gaps and talent shortages across our industry, particularly in digital strategy and analytics skills.

Social media has become common ground where brands and customers meet and greet and due to its increasing popularity users becomes demand...

Alex Martin

Marketers struggle to provide an enriching and engaging experience

Read more

is this a joke?

andre veerhuis

Ticketek: Modern marketing strategy is about treating people as people

Read more

can you provide Top 10 public relations agencies in Australia

Ethan437

6 ways marketers are using technology in content marketing

Read more

Very true about start-ups changing the mentality of marketing. Ultimately, being quick, and adaptive is a great way to get ahead.

Estia

Are startups disrupting the traditional business model?

Read more

Nice work James!

Marc Peston

Artificial intelligence, machine learning and the science of customer engagment

Read more

Latest Podcast

More podcasts

Sign in