Adobe Q3 2014 report: Organic impressions down 50 percent YoY

By Justin Lafferty Comment

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Adobe, a Facebook Strategic Preferred Marketing Developer, studied the Facebook performance of its clients in Q3, finding that the News Feed is increasingly becoming pay-to-play.

Adobe found that organic impressions are down 50 percent from last year, but paid impressions only rose 5 percent year-over-year.

Joe Martin, a Senior Analyst at Adobe Digital index, noted that these figures would likely change in Q4, as brands up their budget for the holiday shopping season:

We expect brands to invest more in social during the holiday season as well. As social becomes a bigger part of the holiday commerce experience, brands and retailers are going to want to make sure their messaging is being seen.

Adobe predicts that paid impressions for retail will grow 10 percent to 20 percent during Q4.

ADI_DA_Q3_6Among different verticals, posts from media publishers are up 100 percent from last year, with the financial vertical also showing growth.

ADI_DA_Q3_7In terms of interaction, it was a down year for media, tech and travel brands, through retail pages saw a 13 percent year-over-year hike in post interaction rate.

Screen Shot 2014-10-17 at 9.46.04 AMWhile Google is still the predominant referral site, Facebook is becoming a solid portal for media sites. Adobe found that Facebook refers triple the amount of visits to media sites than Yahoo Bing. However, retail referral visits were down 3 percent YoY.

Adobe also noted that revenue per visit (RPV) from Facebook is growing faster than the industry leaders, Yahoo Bing and Google.

Screen Shot 2014-10-17 at 9.50.32 AMTop image courtesy of Shutterstock.

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