Facebook, Twitter Reveal New Stats at Advertising Week

They tout performance metrics for their ad units.

Facebook and Twitter have released new ad-related data in conjunction with Advertising Week, which ends tomorrow.

Let’s begin with Facebook. Its partner, Nielsen, reported on Monday that broad targeting (e.g., adults aged 18 to 54) for ads across the web – excluding Facebook – is far more effective than narrow targeting (e.g., women 18 to 34). The former tactic hits the mark 72 percent of the time, according to a Nielsen blog post, while narrow targeting only produced the same result at 35 percent.

David Fischer, Facebook VP of advertising and global operation, compared the cross-web Nielsen data with Facebook-specific numbers during a speech in New York on Tuesday. Citing research from Nielsen’s Online Campaign Rating (OCR) system, he said Facebook ads that use broad targeting hit the mark by more than 95 percent, while narrow targeting on the social site achieves at least 90 percent.

Meanwhile, Adam Bain, Twitter’s chief revenue officer, said at the IAB MIXX conference on Tuesday that his company now has 1,600 brand advertisers. This includes the micro-blogging site’s Promoted Tweets, Promoted Products, and Promoted Trends products. Around the same time last year, Twitter only had a handful of paid advertisers.

In addition, on its blog Monday, the San Francisco-based Internet firm said marketers have seen an engagement rate between 3 and 5 percent for Promoted Tweets. “Engagement rate” entails clicks on a link in a tweet, retweets, favorites, and replies to a tweet.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource