Spruce Media, a Facebook Strategic Preferred Marketing Developer, examined the state of Facebook advertising in the first quarter of 2013, and reported mostly positive results, in advance of the social network’s first-quarter earnings call Wednesday afternoon.
Facebook marketing solutions provider Spruce Media teamed up with measurement firm Nielsen and the social network to begin offering Nielsen Online Campaign Ratings, which bring a benchmark comparable with Nielsen’s television gross rating points to brands advertising on Facebook.
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For a majority of brand marketers, when it comes to creating Facebook strategies, nine times out of 10, the most popular is the one that generated the largest amount of Facebook likes for brand pages. The conventional wisdom went that the larger the community on Facebook, the greater the chances of promoting whatever the brand wanted to do, whether it was a new product, campaign, etc.
Facebook’s fourth-quarter earnings call is set for Jan. 30, but Facebook advertising solutions provider Spruce Media offered its early look at the state of advertising on the social network during the last three months of 2012, and the company was optimistic that the sector will continue to grow.
Every page on Facebook is in competition for space on users’ news feeds. With the changes in Facebook’s algorithm (commonly known as EdgeRank), pages have to work harder or open up the checkbook to get into more of their fans’ news feeds. At the AllFacebook Marketing Conference in New York, an expert panel discussed how to see what the competition is doing and draft a Facebook marketing strategy. However, don’t assume that just because your competition is spending the big bucks, they’ve succeeded at marketing.
The placement of ads in Facebook’s news feed has caused click-through rates to soar by more than 20 times, from 0.058 percent to more than 1 percent, according to an analysis of some 86 billion impressions between the third quarters of 2011 and 2012, from 459 clients in 113 countries by Spruce Media.
Facebook expanded on its Preferred Marketing Developer program, which debuted in April, with Thursday’s announcement at the Dreamforce conference in San Francisco of a new, exclusive tier, Strategic Preferred Marketing Developer.