Friday, May 18, 2012

75% of Advertisers Say Rest-of-Web More Important Than Facebook

33Across, operators of the largest social and interest graph in the world, reaching over 1.25 billion users, today released the results of a survey that uncovered advertiser and agency attitudes around big data and social media. The survey findings underscore the increasing importance of big data, as well as data access, use, and interpretation, which are top-of-mind for today's marketers.
Key results of the 33Across Advertiser and Agency Survey include:
        --  75% of respondents said Facebook receives less than 40% of their
            attention versus the "rest-of-web" (ROW)
        --  71% describe their goals as more focused on fan engagement vs. fan
        --  70% said they were concerned about making sense of the data at their
        --  91% are very concerned with being able to drive ROI from big data in
        --  73% said the integration of cross-channel data continues to be a top
            area of concern
33Across found several examples where these issues are heightened in particular industries, as advertisers grapple with an increasingly broad and diverse online marketing landscape. For instance:
        --  Over 90% of respondents within the Auto and Financial Services
            industries are concerned about being able to drive ROI from big data.
        --  Travel, Financial Services, and Auto placed the most importance on
            successful integration of cross-channel data that is collected from a
            variety of online and offline sources, e.g., Facebook, ROW, and
            in-store purchases.
        --  The majority of respondents (71%) are more focused on Facebook Fan
            engagement than Fan acquisition. The Financial Services industry,
            however, graded noticeably higher with its Fan engagement objectives
            (over 90%) compared to any other industry. Consumer Packaged Goods
            (CPG) ranked second in this category, with 89% of those surveyed
            prioritizing Fan engagement over Fan acquisition.

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