Facebook’s Q2 performance has earned rave reviews, but how did advertisers do?
- SHIFT saw entertainment achieve the highest CTR in Q2 at 1.8%, with CPG not far behind at 0.9%.
- SHIFT saw Auto and Entertainment achieve the most efficient CPC in Q2.
- Auto had the highest increase in CTR in Q2 compared to Q1 with a 48% increase.
- The top five verticals through SHIFT’s platform (Auto, CPG, Entertainment, FinServ and Telco) achieved 200% or more increase in CTR year over year.
- The increase in CTR across the board means advertisers are reaching the right people at the right time, and as a result they are taking action.
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Brands ask this question all the time — how do you measure the value of earned media on Facebook?
Some just multiply by $5 per thousand impressions (or whoever can provide the highest earned media value multiplier) to report the highest figure. Not the most sophisticated approach, but it might be good enough for companies that sell sugar water. Certainly better than pure fan count, since EMV correlates more with engagement than the size of the fan base.
But unless you can tie EMV (Earned Media Value) to actual sales, you’ve got some level of hocus pocus here.
Jun Group, a content distribution platform, released data this week that shows brand advertisers have shifted their digital goals away from Facebook and YouTube to promote their owned online destinations.
According to the data, the share of clicks driving consumers to brand owned and operated sites more than doubled from 2012 to 2013, increasing from 28 percent to 57 percent. Facebook and YouTube, which represented 31 percent and 38 percent respectively, declined to 10 percent and 24 percent over the same period.
Mitchell Reichgut, CEO of Jun Group, said in a press release:
This shift towards owned content from social channels represents the convergence of a few big trends. First, as advertisers spend more developing branded content and digital experiences, they want to drive audiences directly to those destinations. At the same time, social platforms have made it more complicated for brands to communicate with fans.
You’ve seen major advertising campaigns from big brands land in your News Feed.
But how did they come to fruition?
SocialCode, a Facebook Strategic Preferred Marketing Developer, has handled social campaigns for some of the biggest brands in the world. They’ve worked with more than 30 percent of the Fortune 100 list. The company recently developed an infographic, showing how brands work with agencies to create engaging and interesting ad campaigns on Facebook.
Facebook is knocking on the door of bringing in $3 billion in a single quarter — and that might just be a stepping stone.
The company announced Wednesday that Q2 was its highest-performance quarter to date, with revenues of $2.9 billion and worldwide growth in revenue-per-user. They’re just getting started.
Much of Facebook’s economic growth of late has come from mobile. The highly-touted mobile app install ad has led to more than 350 million app installs, and the ad format is moving beyond games and into retailers and consumer packaged goods verticals. CEO Mark Zuckerberg said that U.S. users spend an average of 40 minutes per day (including 1 of 5 minutes on mobile), but he wants a bigger slice of the digital media pie.
Mobile now accounts for 62 percent of Facebook’s ad revenue, and that figure could rise in the next couple years as Facebook develops more relevant and targeted video ads in concert with Audience Network — both of which are still in their infancies.
Now that summer is here, it’s a good time to reflect on the past six months of Facebook advertising. The year started with a mega deal — the company’s $19 billion cash-and-stock deal for social messaging app WhatsApp — and has evolved along with the way with the introduction of more advanced direct marketing-based ad targeting features and tools.
What’s been clear throughout each of these announcements and changes to its advertising platform is that Facebook is no longer just an engagement or branding platform for marketers. Now, it is a highly diversified engagement plus direct-response performance-based advertising platform.
Facebook now offers advertisers a growing set of ad solutions that help generate real, measurable business results. By implementing these ad types, marketers can begin to realize the full customer acquisition benefits of Facebook advertising.
Facebook, after a momentary (and expected) dip in Q1 2014, is back to posting record numbers in Q2. The company had its most successful quarter to date, drawing more than $2.9 billion in revenue and growing to more than 1.3 billion users around the world.
We’ve talked about the effect of the World Cup on Facebook advertising, and it shows: revenue grew in every area of the world, with big quarterly gains in Europe and Asia.
Facebook’s userbase continued to grow, as well. Overall, Facebook has more than 1.3 billion monthly active users and 829 million daily active users. On mobile, Facebook continues to trend upward. In Q2, Facebook reported 654 million mobile DAUs and a little more than 1 billion mobile MAUs.
For a closer look at Facebook’s Q2, look at the charts below.
Facebook is testing a way for advertisers to make the direct sales pitch to people, and it could be a game-changer for advertisers and retailers. Through the Buy button, users can complete a transaction while staying in Facebook.
Marketers are already excited about the possibilities. Among the call to action buttons, the one closest to the bottom of the funnel has been Shop Now or Buy Now, prompting the user to finish a transaction on the external website. Even if someone doesn’t complete the transaction after clicking Buy, advertisers can know that the user is interested in making a purchase of that particular product, and they can target them with ads for that specific item.
Some folks are complaining Facebook could affect how you feel via manipulating your News Feed.
Facebook released research on 689,003 users that had their levels of positive or negative News Feed content adjusted. Not surprisingly, their moods and words they used changed correspondingly with what they were exposed to.
But consider this: If your sports team wins, you’ll be more likely to make a celebratory remark.
If a friend is having a bad day, you’re likely to provide sympathetic encouragement.
Glow Digital Media, a Facebook Strategic Preferred Marketing Developer, announced that it has raised $7 million in Series A funding to further expand internationally and to continue product development of its social ad platform.
Notion Capital and White Star Capital, two of Europe’s leading venture capital firms, contributed to the funding round, along with existing investors Project A Ventures and Avonmore Developments. This round brings the total financing to $8 million to date.
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