LONDON July 19, 2011
TBG Digital University of Cambridge
TBG Digital Global Facebook Advertising Report
Highlights from the report include:
- Growth of brand advertising
- Benefits of Advertising to Facebook Fans
- Hot Sectors
- Price Trends
- Sponsored Stories
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 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.
Simon Wardropper Michal Kosinski Stephen Haggard Cambridge University
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SOURCE TBG Digital