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.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014
September 23, 2014