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BizReport : Advertising archives : July 20, 2011

Number of Fan acquisition ad campaigns on Facebook up 1900% YoY

Research released this week by London-based Facebook marketing firm TBG Digital reveals the number of paid brand advertising campaigns on the social network aimed at acquiring new Fans skyrocketed over the past year.

by Helen Leggatt

tbg-digital.jpgBrands on Facebook have been stepping up their Fan Page acquisition efforts. According to TBG Digital's Global Facebook Advertising Report for Q2 2011 the number of ads pointing to Facebook Pages, as opposed to offsite, account for almost half of all impressions having risen 104% since Q2 2011 and 1900% since Q2 2010.

Retailers were found to be the fastest-growing sector in Facebook advertising in Q2 2011, with 36% of all impressions, followed by finance/credit card campaigns and career and education.

"TBG works with 100 of the top 500 advertisers on Facebook and this report contains data from a total of 167 clients. I spend a lot of my time talking to these customers and hear more and more of them telling me they are reallocating budget from offline media to Facebook," said Simon Mansell, CEO, TBG Digital.

"I think the numbers in this report back up the anecdotal evidence of my conversations with TBG's customers: Facebook is the transformational platform which is making advertisers move brand budgets from the traditional areas of TV and Press to Online."

Recent research from Efficient Frontier demonstrated the rising cost of advertising on Facebook advertising and TBG's research concurs. It found cost-per-click advertising on Facebook to have increased by 74% in the last year. Meanwhile, the price of display ads, charged per thousand impressions, rose 45% in the last year.

Tags: advertising, advertising impressions, social marketing, social networking

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