Research Reveals What Advertisers Really Think About Facebook

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1st October 2013 14:23 - Media and PR

The consensus from 1,200 Ad Age subscribers polled in a survey done in conjunction with RBC Markets in August – the third study since June 2012, just prior to Facebook’s IOP – shows that in fifteen months, Facebook changed from an experimental channel where marketers were reluctant to invest deeply to a mature part of the mix where they’re continuing to increase spending.

Three quarters (74%) of respondents said their Facebook budgets now include outlays on Facebook advertisements; that has steadily increased from three fifths (62%) in January 2012 and half (54%) in June 2012.

Ad Age subscribers’ enthusiasm for marketing on Facebook’s mobile apps suggests that the growth trajectory will continue upward. About three quarters (75%) said that marketing on Facebook’s mobile app was “very” or “somewhat” important, compared with two thirds (67%) in January.

Of respondents two fifths (38%) reported that the ROI of Facebook’s mobile and desktop advertisements were “about the same.” (35% favoured mobile’s performance, while 27% picked desktop’s.)

According to Mark Mahaney, RBC Capital Analyst:

“These marketers also observe that their ROI on FB has improved over the last 6 months, which may be a sign that the increase in advertising activity is sustainable.”

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