Brand Campaigns on Facebook Up 104 Percent
Retailers boost efforts, get 36 percent of total impressions.
Retailers boost efforts, get 36 percent of total impressions.
While Google+ gains millions of users, companies are knee deep in Facebook marketing. According to research released today by TBG Digital, the number of paid brand advertising campaigns rose 104 percent in Q2 when compared to Q1.
The Q2 study found retailers to be the fastest-growing marketing sector in Facebook advertising, accumulating 36 percent of all impressions. The second-fastest growth spurt involved finance and credit card campaigns, while jobs and education also saw dramatic gains.
In measuring campaigns for the study, conversions included everything from purchases to registering for loyalty cards to RSVPing for events. TBG’s report states there was a 435 percent improvement in conversions when brands targeted existing likes or fans compared to when they did not.
As found by an Efficient Frontier study published last week, TBG’s data reveals that Facebook advertising is getting more expensive. Reflecting campaigns run in the U.S., U.K., France, and Germany, CPM rates rose 45 percent year-over-year in Q2, while cost-per-click jumped 74 percent.
And the report seems to give credence to Facebook’s recent trumpeting of its Sponsored Stories ad option as a sales converter. Sponsored Stories decreased cost-per-acquisition by 32 percent in Q2, TBG Digital said.
To arrive at the numbers, the London-based Facebook marketing vendor used a subset of total data across 167 clients, including 200 billion impressions. TBG Digital said the research was audited by the University of Cambridge’s Psychometrics Centre.
More about:
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
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 resourceData 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 resourceThis 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 resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceAfter testing over 30K image and video ads over the past year, Consumer Acquisition's Brian Bowman provides some interesting insights into how Faceboo...
View articleDuring a WHOSAY event, Chase CMO Kristin Lemkau discussed the bank's future as more of its own media company, as well as the evolution of the ad unit ...
View articleMarketers are increasingly prioritizing digital, which is expected to account for one-third of 2017's ad spend. However, there are serious issues with...
View articleFacebook has announced that it is planning to withdraw the ability to boost a list of post types from its available ad formats, as they didn’t seem to...
View articleWe all know that Facebook is a viable source of huge amounts of mobile traffic with relatively cheap CPCs). It’s too good an opportunity to ignore in ...
View articlePreviously available exclusively to some of its biggest ad clients, Facebook will soon make Advanced Measurement available to all advertisers through ...
View articleLast week, PageFair released its 2017 Adblock Report, and the news was not good for publishers and advertisers. Read More...
View articleAs it prepares for a 2017 IPO that could be the largest in the social media space since Facebook went public in 2012, all eyes are on Snapchat. Read M...
View article