Facebook Ad Business Continues To Grow, Says Study

by CXOtoday News Desk    Apr 23, 2014

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The latest Social Intelligence Report by Adobe reveals that Facebook showed a solid growth in Q1 2014, when compared to other social media players including Twitter, Pinterest, Tumblr and LinkedIn, who can use the findings as best practices or take a warning from it.

While analyzing social media data and trends, the report saw that Facebook’s ad business continued to grow with click through rate (CTR) and ad impressions increasing by double-digits quarter-over-quarter (QoQ), 20% and 41% respectively. While revenue per visit (RPV) coming from Facebook grew by two percent QoQ, RPV from Twitter and Tumblr declined by 23% and 36% respectively, following a strong holiday quarter.

Adobe’s other key findings include:

-  - FB’s new auto-play for video ads appear to be a success with video ad and post replays up 785% year-over-year (YoY) and 25% higher engagement rates including likes, comments and shares.

– Revenue per visit (RPV) coming from Facebook increased slightly (up 2% QoQ) following a strong holiday quarter. Twitter and Tumblr, while still up YoY, slumped QoQ with a 23% and 36% decline in RPV, respectively.

– Fridays drive the highest number of posts and engagement rates on social with nearly 25% of FB video plays and 16% of FB post impressions happening on that day.

“Social media continued to grow even after a strong holiday quarter and the seasonal slowdown expected in Q1,” said Tamara Gaffney, principal analyst, Adobe Digital Index, in a statement.

Marketers are learning how to best reach their audiences across different social media channels and companies like Facebook are making changes to their algorithms and adding functionalities like auto-play of videos, which impact brands and users and how they engage with content, states Gaffney.