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BizReport : Advertising : July 04, 2012

33Across: Focus on Facebook vs. the rest of the Web

Have you reassesed your Facebook strategy lately? Many have. A new survey from social and interest graph operators 33Across reveals that more agencies and brands are shifting their attention from Facebook towards "the rest of the Web".

by Helen Leggatt


33Across surveyed 2,200 agencies and brands in June and found that advertisers are focusing less on Facebook and more on "the rest of the Web".

Whereas in March, 58% of marketers were focusing on Facebook, the June survey found that the number looking to Facebook has dropped. Today, 71% of those surveyed said they were focusing 80% of their attention on "the rest of the Web".

When asked about their future spending plans, the picture that emerges doesn't bode well for the social network. The numbers planning on decreasing their Facebook spend are five times higher today than they were pre-IPO.

"What was particularly surprising to me was the dramatic shift in advertiser and agency attitudes towards Facebook after the IPO," said Allie Kline, Chief Marketing Officer, 33Across. "Facebook's future greatly depends on advertiser spend -- on both the web and mobile devices -- and this survey indicates that they have some work to do to restore advertiser confidence in their Facebook investments."

Have you recently re-assessed your Facebook spending?

Tags: advertising, agencies, brand marketing, Facebook, research, social marketing, social network

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