Advertisers ‘shifting spend from Facebook to rest of web’

Jul 9, 2012 | Facebook marketing

More agencies and brands are shifting their attention from Facebook towards “the rest of the Web”, with the numbers planning on decreasing their Facebook spend are five times higher today than they were pre-IPO, according to the results of a new survey. The study, from and interest graph operators 33Across, surveyed 2,200 agencies and brands […]

More agencies and brands are shifting their attention from Facebook towards “the rest of the Web”, with the numbers planning on decreasing their Facebook spend are five times higher today than they were pre-IPO, according to the results of a new survey.


The study, from and interest graph operators 33Across, surveyed 2,200 agencies and brands in June and found that advertisers are focusing less on Facebook and more on “the rest of the Web”.
Whereas in March, 58% of marketers were focusing on Facebook, the June survey found that the number looking to Facebook has dropped.
Today, 71% of those surveyed said they were focusing 80% of their attention on “the rest of the Web”.
The survey gave five options, in terms of advertising focus: 80 percent Facebook/20 percent rest of Web, 60 percent Facebook/40 percent rest of Web, 50/50, 60 percent rest of Web/40 percent Facebook and 80 percent rest of Web/20 percent Facebook.
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The study was performed first in March (before Facebook’s IPO) and again in June. While the numbers of those who felt that they’d place 80 percent focus on Facebook increased from zero to four, the numbers of those who felt an 80 percent focus on the rest of the Web jumped much higher.
Allie Kline, Chief Marketing Officer, 33Across, said: “What was particularly surprising to me was the dramatic shift in advertiser and agency attitudes towards Facebook after the IPO. Facebook’s future greatly depends on advertiser spend — on both the web and mobile devices — and this survey indicates that they have some work to do to restore advertiser confidence in their Facebook investments.”
The study also notes that several marketers planned to decrease their Facebook marketing budget.
View the full results here

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