Report Global Facebook Advertising

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Thống Kê Liên Quan Đến Quảng Cáo Facebook Trên Toàn Cầu Vào Quý 4 / 2011

Thống Kê Liên Quan Đến Quảng Cáo Facebook Trên Toàn Cầu Vào Quý 4 / 2011

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  • 1. Global Facebook Advertising Report Q4 2011 © 2011 TBG Digital
  • 2. 326 BILLIONimpressions measured205 involvedcountries266clients analyzedThe Cambridge University Psychometrics Centre has verified theresults, graphical illustrations and methodology used in this reportbased on the data provided by TBG Digital. © 2011 TBG Digital
  • 3. Major territory analysisStabilizing Facebook growth in US sees increase in advertising costs Figure 1 Average Cost per Click across five major markets  Avg CPCs increased by 10% in US  Demand increases as Average Cost per Click (CPC) more brands advertise on Facebook  Supply plateaus as US user growth slows  CPCs reduced by 11% in UK Q1 Q2 Q3 Q4 2011 Canada France Germany UK USFigures based on 214 billion impressions served in the United States, United Kingdom, Canada, France and Germany throughout 2011. CPC values areconfidential and have been removed. © 2011 TBG Digital
  • 4. Major territory analysisFacebook earns 23% more in ad rates since Q1 2011 Figure 2 Average Cost per Thousand rates across five major  Avg CPM rates markets increased by 8% in Q4  CPM increased by Cost per Thousand (CPM) 23% in 2011  Facebook has seen an increase in their earnings per impression every quarter in 2011 Q1 Q2 Q3 Q4 2011 Canada France Germany UK USFigures based on 214 billion impressions served in the United States, United Kingdom, Canada, France and Germany throughout 2011. CPM values areconfidential and have been removed. © 2011 TBG Digital
  • 5. Major territory analysisAd performance improves by 18% in 2011 Figure 3 Average Click Through Rates across five major markets  CTR increased by 18% in 2011  Advertisers are Average Click Through Rate (CTR) making their ads more relevant  Facebook’s ads are connecting to their user base Q1 Q2 Q3 Q4 2011 Canada France Germany UK USFigures based on 214 billion impressions served in the United States, United Kingdom, Canada, France and Germany throughout 2011. CTR values areconfidential and have been removed. © 2011 TBG Digital
  • 6. Sector analysisTop 5 Sectors comprise almost 70% of total impressions Figure 4 Volume of impressions by sector  18 sectors measured  Top 5 amount to 70% of total impressions Finance 18% in Q4 Others  Facebook should 32% broaden the sectors Food & Drink they appeal to 15%  Finance sees growth in share from 12% to 18% Retail Games 13%  Internet & Telecom is 13% just out of the top 5 Entertainment 9% but showed an increase of 21%Sector Analysis figures based on 78.5 billion impressions served in Q4 2011. © 2011 TBG Digital
  • 7. Sector analysisSector Click Through Rate League Food & Drink  Food & Drink takes Beauty & Fitness top spot Retail  Beauty & Fitness drop Home & Garden down one place Not for Profit Travel  Not For Profit andComputers & Electronics Home & Garden Internet & Telecom enter the top 5 for Games the first time Entertainment  These sectors will be Autos & Vehicles enjoying low CPCs Directories Jobs & Education News FinanceSector Analysis figures based on 78.5 billion impressions served in Q4 2011. © 2011 TBG Digital
  • 8. Sector analysisFinance accounts for over 60% of impressions in Offsite campaigns Figure 6 Share of impressions by sector  Finance brands have100% become even more 90% 80% dominant in Offsite 70% campaigns 60%  Finance has seen an 50% increase of 50% this 40% quarter and has a 30% 20% share of 61% of Q4’s 10% Offsite impressions 0%  Similar to Q1 Q2 Q3 Q4 PPC, Finance is seeing 2011 high CPC costs (200% Entertainment Finance Food & Drink Games Retail more than average CPC in Q4) and low CTR (48% lower than average CTR in Q4)Sector Analysis figures based on 78.5 billion impressions served in Q4 2011. © 2011 TBG Digital
  • 9. Campaign type analysisFacebook incentivizing advertisers to stay within Facebook  Previous study in Q2 analyzed CPCs by Campaign Type  Fanning / Facebook App CPCs were 29% cheaper than Offsite CPCs  Q4 CPCs for ads that kept traffic within Facebook were even cheaper at 45% less than Offsite CPCsFigures based on 74.5 billion impressions served in Q4 2011. © 2011 TBG Digital
  • 10. Seasonal analysisCPCs increase from Thanksgiving to Saturday 17th December Figure 7 CPCs from 21st Nov 2011 to 3rd Jan 2012  Activity measured between 21st November 2011 and 3rd January 2012  CPCs continued to rise until 18th December  CPCs increased by 55.7% between 21st November and 17th December 11/21/2011 11/23/2011 11/25/2011 11/27/2011 11/29/2011 12/1/2011 12/3/2011 12/5/2011 12/7/2011 12/9/2011 12/11/2011 12/13/2011 12/15/2011 12/17/2011 12/19/2011 12/21/2011 12/23/2011 12/25/2011 12/27/2011 12/29/2011 12/31/2011 1/2/2012Figures based on a sample size of 5.2 billion impressions served between 21st November 2011 and 3rd January 2012 in the US only. © 2011 TBG Digital
  • 11. Thank you © 2011 TBG Digital