For the last few years I have been convinced that running Facebook ads is a pretty solid strategic choice. At the same time I found them creatively limiting: tiny pics or video thumbnails and condensing the message into a slither of straight-to-the-point copy. In light of Facebook’s multi-billion IPO comes news that Facebook ads are also not quite as effective as we might think. At least when you compare them to those of the other digital ad juggernaut, Google.
This infographic done by WordStream isn’t necessarily well executed. Actually it is quite difficult to orient yourself. But it does contain some interesting numbers. Facebook has less reach, and their ads are less effective with an average click-through rate of 0.051 percent (0.1 percent web wide, 0.4 Google). And since GM just pulled $10 million worth of Facebook ads you might just want to hold off on your Facebook share purchase.
Different speakers at Circus 2012 have mentioned it in their talks: Nick Law (RGA), Sarah Robb O’Hagan (Gatorade) and Joe Crump (Razorfish) all stressed how exponential the growth of digital communication is. Yes, they are all working in the US but here is undeniable proof that the same is happening in Australia. Marketing Mag’s chart on changes in activities consumers engage in during their leisure time. And it is the staggering growth in one single year.
“(…) social media use is surging, up by 127%. Australians now spend 9.3 hours per week on social networks. In contrast, email is down 18% year on year, to 3.7 hours of leisure use per week. Gaming is on the rise, up from 2.1 hours per week to 3.5 hours per week for the average Australian. (…) Time spent shopping grew 21% to account for 1.7 hours of our online leisure time.”
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