Advertising Goes Truly Social
By Tbg Digital, PRNEMonday, July 18, 2011
LONDON, July 19, 2011 -
- Inaugural Quarterly Report from TBG
Digital Analyses 200 Billion Impressions
from 167 Clients to Highlight Advertising
Effectiveness and Consumer Behaviour on Facebook
TBG Digital, the
leading global marketing and technology company specialising in
Facebook and social media advertising campaigns, today launches its
first study into global advertising on Facebook. The report clearly
indicates that companies are working harder than ever before to
acquire fans and that doing so significantly improves the
effectiveness of an advertising campaign. The results, graphical
illustrations and methodology used in the TBG study were verified
by The Psychometrics Centre, University of Cambridge.
TBG’s research covers online activity taking place during Q2
2011 and analyses pricing trends, success rates and sector
variances related to advertising on Facebook. The first in what
will be a series of quarterly reports, the TBG Digital Global
Facebook Advertising Report leverages the company’s huge wealth
of aggregated data and experience in managing advertising campaigns
on Facebook to understand the trends in what will continue to be an
important target area for companies.
Highlights from the report include:
- Growth of brand advertising (increasing fan base)- brand
campaigns on Facebook grew by 104% quarter on quarter and by 1900%
during the previous 12 months - Benefits of Advertising to Facebook Fans - 435%
improvement in campaign conversion rates when targeting existing
fans - Hot Sectors - retail gets bestclick-through-rates (CTR)
and grows to 36% of total impressions in Q2 2011 - Price Trends - Cost-per-thousand impressions (CPM) rose
by 45% across four markets between Q2 2010 and Q2 2011 and
cost-per-click (CPC) rose by 74% using the ’social’ approach - Sponsored Stories - the use of Sponsored stories ads in
Facebook campaigns decreases cost-per-acquisition (CPA) by
32%.
The report demonstrates that with rising CPC and CPM prices in
key markets, advertisers need to be more strategic with advertising
budgets. To do achieve this requires the continued growth of brand
advertising for better targeting and more proactive engagement with
consumers and key audiences as well as better deployment of the
recently-launched Sponsored Stories. Advertisers can create cost
efficiencies and improve ROI following a simple three-step
process:
- Acquire a quality fan base utilising ads such as sponsored
stories - Engage with these fans to ensure they interact with your fan
page - Target fans, which have higher conversion rates than non-fans,
with sponsored stories or other ad formats to drive registrations
or sales from Facebook.
Retail sector dominates
Retail is the hottest growth sector on Facebook. From being
nearly non-existent in Q3 2010, it has shown steady growth and
accounts for 36% of all impressions in Q2 2011. This is clearly an
area that retailers should continue to look to take advantage of
and it is expected that this upward trend in retail will continue
as consumer shopping moves into the Facebook environment.
Business-to-Business (B2B) sees
success
Whilst it seems more obvious that business-to-consumer companies
should have successful campaigns on Facebook, Q2’s data shows that
one of the top five areas of growth was the business and industrial
sector, suggesting that Facebook is also fast becoming a valid B2B
marketing channel and therefore could also be an interesting growth
area over the coming year.
“TBG works with 100 of the top 500 advertisers on Facebook and
this report contains data from a total of 167 clients,” said Simon
Mansell, CEO, TBG Digital. “I spend a lot of my time talking to
these customers and hear more and more of them telling me they are
reallocating budget from offline media to Facebook. I think the
numbers in this report back up the anecdotal evidence of my
conversations with TBG’s customers: Facebook is the
transformational platform which is making advertisers move brand
budgets from the traditional areas of TV and Press to Online.”
The report can be downloaded at:
www.tbgdigital.com/TBG_Digital_Q2_2011_Global_Facebook_Marketing_Report.pdf
Methodology
TBG Digital used a subset of total data across 167 clients,
running in 21 countries worldwide generating a total of 200 billion
impressions to provide this analysis. Methodology has been provided
in each section.
Report Authors
This report was written by Simon Wardropper, Social Media
Director TBG Digital with additional commentary and validation by
Michal Kosinski and Stephen Haggard of Cambridge University
Institute of Psychometrics.
About TBG Digital
TBG Digital is a global marketing and technology company,
specializing in Facebook advertising and social media marketing.
Combining technology with unparalleled experience, the company
collaborates with clients to meet their marketing objectives.
Founded in 2001, TBG Digital has offices in London, San Francisco,
New York, Chicago, Paris and Hamburg and manages campaigns for more
than 90 advertisers targeting in 60+ countries. For more
information, please visit our website at
For more information:
Sebastian Mathews
+44(0)20-7269-7158
Jessy Adams
+1(212)850-5684
.
Tags: July 19, London, Tbg Digital, United Kingdom
