Facebook accounts for 41% of social ad budgets vs. 18% on LinkedIn

Social media is a complicated landscape with several established and emerging social networks vying for our attention.

Yet the one constant in recent years has been that Facebook remains the undisputed king of social in terms of active users and time spent on-site – for the time being at least.

And this is reflected in the fact that on average businesses spend 41% of their social advertising budget on Facebook, compared to 18% on LinkedIn and 17% on Twitter.

But the split is even more extreme when looking at responses from agency staff, who claim that Facebook accounts for more than half (53%) of their clients’ budgets.

By David Moth September 17th 2013 15:27

The findings come from the new Econsultancy/Adobe Quarterly Digital Intelligence Briefing, entitled Optimising Paid Media, which is based on a survey of more than 600 Econsultancy and Adobe subscribers.

The report explores the topic of media optimisation and how companies can ensure the most effective use of their budgets in helping them to meet their business goals.

How is your / your clients’ social advertising budget split between the following properties?

Types of social advertising

The report also drills down into the specific types of ad units in which businesses and agencies are investing.

Facebook newsfeed ads proved to be the most popular channel among business respondents (66%), followed by Facebook marketplace ads (45%) and Promoted Tweets (40%).

The agency perspective is even more favourable, with the majority (84%) of respondents saying that newsfeed ads are most popular among their clients.

With business and agencies so willing to spend their budgets on Facebook ads it’s hardly surprising that the social network’s total ad revenue for the second quarter of 2013 reached $1.6 billion, which represents an increase of 61% from the same quarter last year.

Which types of social advertising do you (or your clients) invest in?

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How Macy’s uses Facebook, Twitter, Pinterest and Google+

Department store Macy’s is the latest brand to fall under the spotlight in our series of posts looking at how major brands use social media.

Since first embracing social back in 2010 Macy’s has made the channel central to its marketing efforts and has come up with some incredibly innovative campaigns in the past few years.

So, here’s a look at how Macy’s uses Facebook, Twitter, Pinterest and Google+. This article follows on from similar posts looking at Kroger, McDonald’s, Coca-Cola and Walmart.

And to find out more about the creative process behind social marketing, come to Econsultancy’s Punch event where ‘Marketing meets Creative in the age of data and insight’.

Curated by Creative Review, this event showcases the best of insight-driven creative. This event forms part of our week-long Festival of Marketing extravaganza.

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Q&A: Manchester City’s approach to digital marketing

We recently published a post praising Manchester City’s smart use of email, and we’ve followed this up by talking to the team behind the club’s digital marketing strategy.

The team tweets as @mcfcgeeks, and is responsible for design and development of mobile and web platforms, as well as its social media presence.

I interviewed Project Manager Jamie Nicholson and Social Media Executive Chris Nield…

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Businesses are more likely to outsource display than PPC or social: report

Only a third of businesses (32%) manage their display advertising exclusively in-house, compared to 44% for paid search and 52% for social.

The data comes from a new Econsultancy and Adobe report that focuses on the use of paid-for digital channels, namely paid search, display advertising and social.

For many companies, the buying of these media is been owned and managed by different parts of the business with responsibility for different channels also split across in-house and agency teams.

The report found that display is the most likely to be managed exclusively by an agency with social the least likely to be outsourced.

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