New research from Adobe, as published in ‘The Global Digital Advertising Report’, conclusively proves what everybody has known for some time — brands that want to be seen on Facebook need to put their hands deep into their pockets.
“If you want to play, you pretty much have to pay,” says the AllFacebook website. Impressions for posts advertised by organic brands on the social network has dropped 50 per cent this year compared with 2013, though there was a 5 per cent increase in their paid posts.
The number of posts has seen increases for various sectors, but mainly by media and entertainment. Retailers had the highest growth in the number of interactions on their posts — 13 per cent.
Google remains the dominant source of web traffic referrals — more than 25 per cent of all browser visits to websites are referred by it. Global search spend is up 22 per cent year-on-year. Google’s share of search spend is down 1 per cent year-on-year, from 71 per cent.
According to ADI, Bing’s search results are driving higher-quality traffic to sites compared with Google. Bing is also generating higher revenue per visit (RPV) traffic than Google or Facebook. In fact, the search engine grew its share of search engine related ad spending by 3 per cent over the past year.
The prediction for mobile is very positive, with 40 per cent of all paid search traffic to come from smartphones within a year.
