Facebook and other social networks were 58 percent more efficient than ad exchanges and delivered higher-quality users than other marketing channels, according to a study of more than 60 billion ad impressions in the third quarter of 2013 by Aggregate Knowledge, the media intelligence platform from real-time information and analysis provider Neustar.
Aggregate Knowledge also found on the topic of channels:
- Networks and ad exchanges showed the greatest advantage in cost per thousand impressions (CPMs), cost per acquisition, and cost per click.
- Video-network usage is rising, with impressions up 15 percent, clicks up 73 percent, and click revenue up 48 percent.
- Mobile campaigns saw a 288 percent leap in impressions, but they generated 11 percent fewer clicks than in the second quarter of 2012.
On social, Aggregate Knowledge concluded in its report:
Marketers who want to grow their reach by finding new users to market to should consider allocating more marketing dollars to campaigns run on social, given its ability to reach exclusive users above the indexed industry average throughout all of 2013.
The next step beyond reach efficiency is to look at a channel’s ability to deliver quality users. Social alone continues to perform above the indexed average in the third quarter, delivering a unique audience and having the ability to market to them on a consistent basis.
Neustar Vice President of Marketing Solutions David Jakubowski added in a release announcing the results:
The report demonstrates the huge opportunities that exist for marketers and brands across several verticals. The value marketers are getting from defining target audiences and reaching them with the right message is driving huge increases in campaign effectiveness and return on marketing investment, which hasn’t been possible before.
Readers: Did any of the findings by Aggregate Knowledge surprise you?