When General Motors pulled its advertising from Facebook, many took it as an indication that the social network's ad products didn't work. But in reality, the pullout tells a different story, says a new report by eMarketer.
The report, "Facebook Advertising: Why the Marketplace Ad Platform Deserves a Second Look," analyzes more than a dozen third-party research studies and interviews with industry executives that demonstrate consensus on a number of issues, including the effectiveness of Facebook's ad products.
According to the report, doubts persist over the effectiveness of Facebook's Premium ad products. However, Facebook's self-serve advertising platform, Marketplace, is gaining new prominence as a result. In May 2012, Facebook announced that it would start allowing advertisers to place Premium ads in users' news feeds by tapping the technology that supports Marketplace. The change is expected to inspire marketers with bigger budgets to begin using the automated system. This month, Facebook said it would launch Facebook Exchange, a real-time bidding platform for Marketplace inventory.
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Buddy Media is out with a new study that examines how marketers are using - and can better use - Twitter as a marketing tool. Between December 11, 2011 and February 23, 2012, the company took a look at how 320 large brands use Twitter. The study examined the Twitter account reply rate, retweet rate and engagement rate defined as a combination of replies and retweets mapped to an accounts number of followers.
The study found engagement rates to be 17% higher on Saturdays and Sundays but noted most brands don't tweet on weekends. Adding to that finding, the study revealed which days were best for particular industries. Weekends are best for clothing and fashion (only 12% of tweets occur but engagement rate is 30% higher); Sundays and Monday are best for entertainment (23% higher engagement rate); Saturday is best for publishers (only 7% of tweets occur but engagement rate is 29% higher than average); Weekends are best for sports (while 9% of brands tweet on Saturday, engagement rate is 52% higher on the weekend).
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In its continuing quest to numerate all the goings on this week at Cannes Lions in France this week, SapientNitro is out with its second of five infographics. This iteration, entitled Global, examines such goodies as the number of awards won to date by country (U.S. leads), social chatter as it relates to panel attendance, hottest topics (2NE1 Seminar), number of followers the various Cannes Lions social media accounts have, the number of Twitter mentions for the week (56,355), Foursquare hot spots, Cannes Lions Beach Soccer standings and the fact Twitter rules all social media channels this week crushing Facebook as if it were a fly.
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ZenithOptimedia's latest forecast expects adspend to grow to 4.3 percent to $502 billion by the end of 2012, a slight downgrade of the 4.8 percent growth forecasted in March. Quadrennial events such as the Olympics and the presidential election are expected to add $6.3 billion to global growth.
Highlights include:
- Global ad expenditure forecast to grow 4.3% in 2012, slightly down from the 4.8% forecast we made in March
- Growth slowed in April and May as advertisers became more cautious about the world economy
- Growth to pick up during the major sport events from June to August, and in the run up to November elections in the US
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As part of our free white paper offering, Adobe has published its most recent Global Digital Advertising Report which examines trends in search, mobile and social. The report analyzes data from brands and their fans to examine how emerging media trends are changing the way that marketers connect with customers. Explore the report to discover:
- How tablets are driving today's search spend
- Why the Bing/Yahoo ROI advantage no longer exists
- How the new Facebook Timeline increases fan engagement
Download the free report now.
For years, marketers have used statistics to prop up questionable endeavors and agencies have done the same to pimp their lame ass, wicked cool ideas to clients. The beauty of statistics is that you can manipulate the numbers any way you see fit to support whatever it is you are trying to sell.
So it is without surprise that wunderkind of the moment, social media, is a treasure trove of less than reliable stats. UK site, The Poke has taken it upon themselves to have a little fun with all the bullshit statistics currently being slung about regarding social media.
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If you've been to a recent marketing-themed conference or haven't had your head in the sand for the past few years, you know Facebook, according to the gurus, simply must, at all costs, be incorporated into your social media plans. After all, if your brand isn't on Facebook, you might as well hang a giant Going Out of Business sign on your website. Totally untrue, of course, but don't tell all those gurus currently pimping book on the topic.
That said, it can't hurt to know what all the hoopla is about and how to easily get your brand on Facebook if you deem that a worthy component of your marketing efforts. And since we're here to help make your job easier, we have a white paper on the topic to share with you.
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Heard of the term "big data?" It refers to the massive proliferation of data that, given the proper tools, marketers can use to better formulate marketing programs, media buys, social media programs and even more targeted creative.
This IBM white paper - produced in conjunction with the Interactive Advertising Bureau - will explore four data-driven use cases (audience optimization, channel optimization, advertising yield management, and targeted media buying) that collectively represent the foundation of how many are now seeking to leverage the potential of "big" marketing data.
Download this free white paper and find out how can use "big data" to improve your marketing and advertising.
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In a presentation given at OMMA Social during Internet Week, comScore Media Evangelist Eli Goodman rattled off a plethora of juicy social media facts and figures. Here are but a few for you to digest.
- 1.2 billion people access social networks on their computers.
- One of every five minutes spent online is on a sial network.
- 1/3 of social network users are located in Asia Pacific.
- Five of the most engaged markets for social networking are in Latin America.
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comScore and Pretarget have released results of an online advertising study which found ad viewability and hover time are more strongly correlated with conversions (defined as purchases and requests for information) than clicks or total impressions.
"Your ad being seen matters more than your ad being clicked - if you have a back-end conversion metric," said Pretarget Founder Keith Pieper. "After all, what good is an ad that can't be seen? It's intuitive that an ad must be seen to make an impact, and it's even more intuitive than someone hovering and engaging with an ad might convert, even absent a click."
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