33Across, operators of the largest social and interest graph in the world, reaching over a billion users globally, today released the results from its "Advertiser and Agency Survey," that captures evolving attitudes about Facebook and the "Rest of Web," particularly around big data and social media.
Conducted in June 2012, it follows on the heels of a survey from March 2012, in which 33Across asked identical questions of its clients. The new survey was taken in order to gauge the changing attitudes and spend around Facebook vs. Rest of Web. Full survey results are available below.
Arguably, the most unexpected finding was the recent shift by marketers from Facebook towards advertising on Rest of Web. Respondents represented multiple verticals including Automotive, CPG, Financial Services, Retail, and Travel.
"What was particularly surprising to me was the dramatic shift in advertiser and agency attitudes towards Facebook after the IPO," said Allie Kline, Chief Marketing Officer, 33Across. "Facebook's future greatly depends on advertiser spend - on both the web and mobile devices - and this survey indicates that they have some work to do to restore advertiser confidence in their Facebook investments."
|Facebook:ROW||June 2012||March 2012|
Over 70% said that they now focus 80% of their attention on ROW vs. FB, a 23% increase from March. Over 80% said that ROW now gets more of their team's attention, an 11% increase from March.
|Participants Who Were "Very Concerned"||June 2012||March 2012|
|Integrating Cross-Channel Data||82%||73%|
|Understanding and Driving ROI from Big Data||96%||91%|
|Industry||June 2012||March 2012|
*Note: Participants could select more than one industry.
This multiple-choice online survey was distributed to 2,200 brand marketers and advertising agency representatives. It was conducted and the results were analyzed and validated for statistical significance in April and again in June 2012. All answers were quantitative.
Over 600,000 publishers and more than 375 Fortune 1000 marketers use 33Across's Brand Graph™ technology, tools, and real-time predictive systems to connect their content and products into the social graph. Clients rely on their Brand Graph to leverage how individuals and the networks around them react to what is read, purchased, shared, and recommended in real-time. Reaching over a billion users, 33Across processes tens of thousands anonymous social engagement, influence, and interest actions that surround marketer and publisher brands each second. The company has offices in 11 cities including New York, San Francisco, Sunnyvale, Salt Lake City, Chicago, Detroit, and Boston. Learn more at 33across.com.
Reidy Communications for 33Across