ROI Rankings: Facebook Deemed More Important Than Twitter and LinkedIn, Less Than Google
September 16, 2013 by MarketingCharts staff
AdAgeRBC-Online-Ad-Platforms-Ranked-by-ROI-Importance-Sept2013 Asked to rank 5 key online advertising platforms by importance in terms of ROI, respondents to a survey conducted by Ad Age and RBC Capital Markets put Google on top, giving it an average rating of 2.1 on a 6-point scale of importance, where 1 is the most important. Google edged out Facebook (average rating of 2.22), from which 9 in 10 respondents are seeing either improved (42.7%) or steady (48.3%) ROI over the past 6 months.
After Facebook, Twitter (average rating of 3.04) was deemed the next-most important for ROI, followed by LinkedIn (3.38), Yahoo (4.23), and AOL (5.6).
Respondents – a mix of marketers of clients (26%), ad agency employees (30%), and media company employees and consultants (44%) – appear to be satisfied with the support provided by Facebook for their advertising efforts. Almost half believe that Facebook’s support for advertisers has improved to some degree over the past 6 months, compared to only 1 in 10 who believe it has to some extent deteriorated. Additionally, roughly three-quarters are very (10.5%) or somewhat (65.2%) satisfied with the data and analytic tracking they receive from Facebook.
Given improving ROI and support, it’s not surprising that advertisers will be increasing their efforts: over the next year, a majority expect to significantly (11.2%) or moderately (44.5%) increase their Facebook advertising budget.
Interestingly, although Facebook is deriving an increasing share of ad revenues from mobile , advertisers don’t see much separation between the ROI of mobile and desktop ads, with a plurality (38%) rating them about the same. Slightly more than one-third feel that mobile ROI is much (7.7%) or somewhat (27.4%) greater, while 26.9% feel the same way about desktop ROI.
There’s more consensus when it comes to Facebook Exchange, used by about 1 in 5 respondents. Of those, two-thirds said it has been somewhat effective for their campaigns, with another 1 in 5 calling it very effective.
About the Data: The survey was conducted in August among 1,200 Ad Age subscribers.