Home  › Stats › Audience/Traffic
adobe-digitl-index

Facebook Brand Engagement Up 896% - New Adobe Study

  |  October 24, 2012   |  Comments

Adobe's Digital Index for Q3 2012 reports that the huge uptick in engagement is, in part, a result of Facebook's new Timeline feature.

Facebook brand engagement has risen 896 percent on a year-over-year basis, according to a new advertising study from Adobe.

Adobe's Digital Index for Q3 2012 reports that the huge uptick in engagement is, in part, a result of Facebook's new Timeline feature. Facebook introduced its new Timeline feature last February.

Adobe's research points to its introduction as a major factor for engagement growth. Other studies tend to agree, as a report released earlier this year found that the feature garnered positive results for small to medium-sized brand pages.

Facebook's gains come with a drastic upswing in mobile. About a quarter of Facebook engagement came from mobile users. Mobile growth on Facebook engagement also came with increased mobile marketing gains overall.

Marketing statistics for mobile search saw positive progress for the quarter. Adobe reported that one in five paid search clicks came from a tablet or smartphone.

The firm's senior vice president of media and advertising solutions David Karnstedt says that marketers should look to capitalize on the growing mobile and social networking trends.

"Mobile and social continue to play key roles in digital marketing growth. Smart marketers are activating this data; taking advantage of opportunities such as advertising on smartphones and tablets as well as capitalizing on Facebook's platform changes to reach customers in a more personalized way," said Karnstedt.

"By strategically adding these elements, marketers exponentially increase their overall return on investments (ROI) and can then accurately attribute value to each channel."

According to Adobe's statistics, mobile conversions rates from search were greater for iOS than Android. Adobe says that iOS conversion rates were double when compared to Android. Following the numbers, Adobe recommends that marketers focus on search spending for iOS by tailoring campaigns for the mobile OS.

Adobe's research also found that companies were continuing to spend on search. The firms numbers showed that search spend grew in the U.S., U.K., and Germany. The U.S. saw search spend up 11 percent year-over-year. While the U.K. and Germany saw search spend up 36 percent and 25 percent, respectively.

Adobe's statistics came from its Digital Index report. The quarterly report analyzes user and advertiser behavior over the year. Adobe uses data collected from its Adobe AdLens and Adobe Social solutions. The company reports that its data comes from 260 billion impressions for 338 companies.

ABOUT THE AUTHOR

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

Jobs

  • Editor
    Editor (Search Engine Watch) - New YorkRole Overview Search Engine Watch (SEW) provides tactical advice and information for businesses and site...