Facebook ad business growing, dip in revenue per visit for Twitter: Adobe report

Apr 23 2014, 14:48 IST
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Marketers are learning how to best reach their audiences across different social media channels. Reuters Marketers are learning how to best reach their audiences across different social media channels. Reuters
SummaryFacebook’s ad business continues to grow with ad impressions increasing by double-digits.

Adobe has released its Social Media Intelligence Report analyzing paid, earned and owned social media trends for Q1. Key findings of the Adobe Digital Index report show that Facebook’s ad business continued to grow with click through rate (CTR) and ad impressions increasing by double-digits quarter-over-quarter (QoQ), 20%  and 41 % respectively. While revenue per visit (RPV) coming from Facebook grew by two per cent QoQ, RPV from Twitter and Tumblr declined by 23 % and 36 % respectively, following a strong holiday quarter.

Leveraging its unparalleled data set, Adobe’s Social Media Intelligence Report is the industry’s most comprehensive analysis and is based on 260 billion Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, and seven billion brand post interactions including comments, likes and shares. Paid social data is derived from aggregated Adobe Marketing Cloud data.

“Social media continued to grow even after a strong holiday quarter and the seasonal slowdown expected in Q1,” said Tamara Gaffney, Principal Analyst, Adobe Digital Index. “Marketers are learning how to best reach their audiences across different social media channels and companies like Facebook are making changes to their algorithms and adding functionalities like auto-play of videos, which impact brands and users and how they engage with content."

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