As many page admins and marketers rage against Facebook for perceived and real drops in page post reach, a new study by Neustar shows that Facebook advertising is actually an effective way to achieve reach, compared to other methods such as ad networks, ad exchange platforms and portal websites.
The 2013 Year in Review Global Media Intelligence Report covers approximately 145 billion ad events, 61 billion impressions and 10.5 million conversions over the course of 2013.
The Neustar study shows that Facebook is 197 percent more effective than online portals, which Neustar defines as “a website that brings information together from diverse sources in a uniform way.” In Q4, Facebook (which the study calls social throughout the report) was most effective at generating reach — and by a wide margin.
Among the methods covered in the study, Facebook was also the best at delivering high-quality users via advertising — ranking 52 percent higher than the average.
The study explained how Facebook is able to do this:
The next step beyond reach efficiency is to look at a channel’s ability to deliver high-quality users. Social is the only channel that performed above the indexed average for user quality for all of 2013. In Q4, all channels improved at reaching high-quality users, except exchanges, which may indicate that they are good at retargeting, but drive very little exclusive reach. Social performed 52% better than the indexed average in Q4. This could be due to the type of users found on social. They tend to log in, remain logged-in, visit many pages, and engage on a more regular basis than users seen on other channels.
Facebook ads were effective in Q1 at generating upper-funnel responses, but dropped off shortly after.
Readers: When compared to other advertising methods, does Facebook deliver superior reach for you?
Click here to access the full study.