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
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in