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BizReport : Advertising archives : October 22, 2015

Ad execs give Facebook top marks for social ad effectiveness

Emarketer has released a Social Advertising Effectiveness Scorecard revealing which social platform out of the "Big Three" and "Emerging Three" got the highest grade among several company executives.

by Helen Leggatt

The "Big Three" social platforms - Facebook, Twitter, and LinkedIn - were graded by ad executives from 29 companies to find out which was the most effective advertising platform, as were the "Emerging Three" - Instagram, Snapchat, and Pinterest.

Grading was done across several categories including ROI, ad targeting, measurement and creative capabilities and the results published in eMarketer's report "Social Advertising Effectiveness Scorecard: Industry Execs Grade the Leading Platforms".

Facebook emerged with top marks, awarded an A, coming top of the "Big Three" category while Instagram came top of class with a B grade in the "Emerging Three" category.

Specifically, Facebook scored an A for ad targeting capabilities while its two competitors received a B. In the "Emerging Three" category, Instagram scored a B for ad targeting while Pinterest scored C+ and Snapchat C-.

"The executives we interviewed said one of the key strengths of paid social media advertising is its targeting capabilities," said eMarketer principal analyst Debra Aho Williamson. "Marketers consider Facebook an extremely sophisticated targeted advertising platform, while Pinterest benefits from its strong connections with ecommerce and purchase intent."

Facebook also scored top marks for ROI (B+) followed by Twitter (B-) and LinkedIn (C+). Among the "Emerging Three", Pinterest came top with B- followed by Instagram (C+) and Snapchat (C-).

Twin Design /

Image via Shutterstock

Tags: advertising, social media

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