|[April 22, 2014]
Adobe Report Shows Continued Facebook Ad Business Growth; Dip in Revenue per Visit for Twitter
SAN JOSE, Calif. --(Business Wire)--
Adobe (News - Alert) (Nasdaq:ADBE) today 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
percent and 41 percent respectively. While revenue per visit (RPV)
coming from Facebook grew by two percent QoQ, RPV from Twitter (News - Alert) and
Tumblr declined by 23 percent and 36 percent 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 (News - Alert) 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."
Additional findings include:
Paid Social Trends: Facebook ad clicks and impressions are on
the rise with clicks continuing to outpace impressions. Facebook's ad
clicks increased 70 percent year-over-year (YoY) and 48 percent
quarter-over-quarter (QoQ), with ad impressions up 40 ercent and 41
percent, respectively. Facebook's ad CTR jumped 160 percent YoY and 20
percent QoQ. However, Facebook's cost per click (CPC (News - Alert)) dipped two
percent YoY and 11 percent QoQ following a strong holiday season.
Earned Social Trends: Brand posts with embedded video gained
traction in Q1 - with 58 percent more engagement QoQ and 25 percent
growth YoY. Facebook video plays increased 785 percent YoY and 134
percent QoQ following auto-plays for videos being implemented in Q4
2013. Meanwhile, text-only Facebook brand posts are losing share and
engagement, but posts with links rose 167 percent QoQ and 77 percent
Owned Social Trends: Twitter and Facebook referred RPV
increased YoY (5 percent and 11 percent, respectively), but Twitter
driven RPVs dipped 23 percent QoQ. Tumblr referred RPV is up 55
percent YoY, but slumped 36 percent QoQ. LinkedIn stood out with a 15
percent share of social traffic to B2B high-tech sites. Only Facebook
drove more traffic (52 percent) to B2B high-tech sites in Q1.
About Adobe Digital Index
Adobe Digital Index publishes research on digital marketing and other
topics of interest to senior marketing and e-commerce executives across
industries. Research is based on the analysis of select, anonymous and
aggregated data from over 5,000 companies worldwide that use Adobe
Marketing Cloud to obtain actionable data and analysis of activity on
their websites. The Social Intelligence Report and other reports and
insights are available here.
About Adobe Systems (News - Alert) Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
© 2014 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.
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