Roughly 6 in 10 marketers and media executives who use Facebook as a marketing tactic also buy ads on the social networking site, a moderate increase from 55% who reported doing so 7 months earlier, according to a new survey from Ad Age and Citi. Ad budgets are also expected to rise, with 58% expecting them to increase significantly (8.2%) or modestly (50%). That’s despite more advertisers believing Facebook ROI trails other platforms such as Google or Yahoo than exceeds them (29.3% vs. 23.9%), although most say they’re about equal.
The survey also delves into use of Sponsored Stories on Facebook, which research has shown to be among the more effective Facebook ad types. Even so, 7 in 10 respondents have not used a Sponsored Story in a Facebook campaign. Among those who have done so, roughly 8 in 10 were somewhat (64.8%) or very (14.8%) satisfied with the ROI of those campaigns, and more than 8 in 10 would use them again.
- About 2 in 3 Facebook advertisers said that Facebook’s mobile application is very (22.6%) or somewhat (45.9%) important to their strategy.
- Only about 1 in 8 advertisers use the Facebook Exchange, which so far has performed well in comparison to other RTB sources.
About the Data: The Ad Age survey was conducted in partnership with Citi in January 2013 among 701 marketers and media executives.