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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

yes AI should be a course so many People Use AI https://g-techsolutions.com...

M Abdullah Khan

Is AI on course to take over human creativity? - Modern creative - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the top retail technology.

Pooja Gupta

Donut King takes in-store marketing to the next digital level

Read more

this is very benefit for us we can through all the thing in this and its very benefit for city personhttps://g-techsolutions.com...

M Abdullah Khan

What does the Oculus Rift launch mean for marketers?

Read more

as we all known AI is very spread and alot of companies used ai and we take alot of work from AI https://g-techsolutions.com...

M Abdullah Khan

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

virtual marketing have as much benefits as also disadvantageshttps://g-techsolutions.com...

M Abdullah Khan

The ethical debate facing marketers around virtual reality - Data-driven marketing - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in