Marketers Using Facebook Ads Primarily to Drive Awareness

July 9, 2012

This article is included in these additional categories:

Agency Business | Analytics, Automated & MarTech | Brand Metrics | Data-driven | Digital | Social Media

adage-marketers-facebook-ad-goals-july2012.pngMarketers have a clear goal in mind when buying Facebook ads, according to new data released by AdAge in a survey of its subscribers. When asked their primary goal in Facebook advertising, 45.9% of respondents ranked building awareness and sentiment for their brand as their most important goal (1 on a 6-point scale). Driving traffic to their website trailed distantly as the second-most important goal, cited by 17.6% as their top objective. Building fans or likes was indicated by 12.1% to be their most important goal, closely followed by the 11.9% whose main objective is to stay in touch with their customers. Just 8.4% said that their primary goal in buying Facebook ads is to generate sales leads.

Facebook Gets the Cold Shoulder

Meanwhile, data from a 33Across survey also released in July suggests that marketers and advertisers are turning their attention away from Facebook and increasingly focusing their attention elsewhere on the internet. Results from the survey, which was conducted in June, show that 71% of the brand marketers and advertising agency representatives polled are focusing 80% of their attention on the “rest of the web” (ROW) versus on Facebook. This represents a 23% increase from 58% just 3 months earlier, prior to the Facebook IPO.

In fact, 5.5 times more respondents to the June survey (as to the March survey) said they were decreasing their Facebook spending when compared to their ROW spending.

Big Data Gets The Nod

While marketers and agencies appear to be moving away from Facebook, they are becoming increasingly concerned with big data. 96% of the 33Across respondents said they are very concerned with understanding and driving ROI from big data, up from 91% in March. And 82% are very concerned with integrating cross-channel data, a 12% jump from 73% in the previous survey.

About the Data: The AdAge survey was conducted in conjunction with Citigroup, and received responses from 658 subscribers. The 33Across multiple-choice online survey was distributed to 2,200 brand marketers and advertising agency representatives. It was conducted and the results were analyzed and validated for statistical significance in April and again in June 2012.

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