Adobe Report Finds Twitter Revenue Per Visit Up 300%; Facebook Strong On Ad ROI
SAN JOSE, October 28, 2013 (ADOTAS) — Adobe (Nasdaq: ADBE) today released its first annual Social Media Intelligence report examining paid, earned and owned social media trends. Key findings of the Adobe Digital Index report show Twitter and Pinterest with the biggest, year-over-year (YoY) jump in revenue per visitor (RPV) with Twitter experiencing 300 percent growth. Facebook’s Cost-per-Click (CPC) decreased by 40 percent while Click-Through-Rate (CTR) and advertising ROI increased by 275 percent and 58 percent, respectively. The data also shows that Facebook still dominates the share of social referral traffic to retail sites, but Twitter’s share grew the strongest with 258 percent YoY.
The analysis of the latest Social trends is based on aggregated and anonymous data across retail, media, entertainment, and travel websites over the last twelve months. The data represents 131 billion Facebook ad impressions, 400 million unique visitors to social networking sites, more than 1 billion Facebook posts, and 4.3 billion social engagements on Facebook including comments, shares and likes. Paid social data is based on data from customers using Adobe Marketing Cloud.
“Social media is rapidly maturing as a marketing channel, bolstered by the steps Facebook and Twitter have taken to make their audiences more accessible to marketers,” said Tamara Gaffney, principal analyst, Adobe Digital Index. “Recognizing the opportunity, marketers are optimizing their campaigns for social channels, and as a result consumers are now using social media much more in their purchasing process. We expect this trend to accelerate during the holiday season.”
Additional findings include:
- Paid Social Trends: Facebook is becoming increasingly attractive to brand marketers with ad click volume increasing by 29 percent YoY. In addition, ad impressions grew by 85 percent YoY and cost per thousand impressions of an ad (CPM) increased by 120 percent.
- Owned Social Trends: Revenue per Visit (RPV) rose YoY illustrating an increase in value for social media marketing. RPV grew 39 percent for Facebook, 300 percent for Twitter and 150 percent for Pinterest. Facebook is still the leader for social referrals to retail sites, but Facebook’s share in referral traffic is down 20 percent from 77 percent in 2012 while the share for Twitter and Pinterest increased by 258 percent and 84 percent, respectively.
- Earned Social Trends: Social engagement on Facebook grew by 115 percent while the number of brand postings increased by 9 percent YoY. Brand posts containing an image produced an engagement rate 600 percent higher than text-based posts. In addition, Tumblr earned the most positive sentiment of all social platforms.
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. For the annual Social Intelligence Report and other reports and insights, click here.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
- Pingback from Adobe Report Finds Twitter Revenue Per Visit Up 300%; Facebook Strong On Ad ROI — More Income
Leave a Comment
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing
- Study: Consumers Want a More Personalized Mobile Home Screen
- Twelvefold Introduces Spectrum for Video: Real-Time, URL-Level Video Ad Placements Across All Screens
- DataXu Adds Video to Private Exchange Capabilities
- YuMe, Magid and Razorfish Reveal CTV Creative Best Practices in Latest Study
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing March 7th 2014 AUSTIN, March 7, 2014 (ADOTAS) –- Kenshoo, the global leader in [...] more »
- Study: Consumers Want a More Personalized Mobile Home Screen March 7th 2014 ADOTAS – New research from mobile analytics company Flurry shows noteworthy [...] more »
- Twelvefold Introduces Spectrum for Video: Real-Time, URL-Level Video Ad Placements Across All Screens March 6th 2014 SAN FRANCISCO, March 6, 2013 (ADOTAS) – Twelvefold, a big [...] more »
- DataXu Adds Video to Private Exchange Capabilities March 6th 2014 BOSTON, March 6, 2014 (ADOTAS) – DataXu, a leading provider [...] more »
- YuMe, Magid and Razorfish Reveal CTV Creative Best Practices in Latest Study March 6th 2014 REDWOOD CITY, Calif., March 6, 2014 (ADOTAS) – YuMe, Inc. [...] more »
- RR Donnelley Announces $350 Million Debt Offering March 6th 2014 CHICAGO, March 6, 2014 (ADOTAS) – RR Donnelley & Sons [...] more »
- Getty Images to Showcase Free, Legal Embed Capability at SXSWi March 6th 2014 NEW YORK and AUSTIN, March 5, 2014 (ADOTAS) – Global digital [...] more »
- You Have My Data, Now Stop Retargeting Me! March 7th 2014
- The Top 5 New Video Ads: Snickers, Pepsi, HUVr, Hugo Boss March 7th 2014
- Spotlight on Search: Yahoo! Gemini vs. Google Enhanced Campaigns March 6th 2014
- 6 Trends That Reinforce the Need for Unified Data Collection March 6th 2014
- 4 Important Lessons B2B Marketers Learned in 2013 March 5th 2014
- Marketing Operations Manager - Healthcare
- Director Digital Engagements
- Website Designer
- Online Account Manager
- Online Media Buyer
- SXSW News: Kenshoo Integrates with Oracle for Social Marketing - Responsivemts | Responsivemts: [...] Report Rattles Currency's WorldBrands' Organic Facebook Reach Has Plummeted Since OctoberSXSW News: Kenshoo Integrates
- #DailyDigital It’s Friday. Facebook Is Doing Something to the Newsfeed. Again. | Trey Peden - Digital. Marketing. Management.: [...] Five Things the FTC Will Get Tough on in 2014 I wanted to read
- Jeff Yablon: of course ... there's always the question of revenue split ... interesting new service just
- Articles Written by Bob Bentz | Bob Bentz: [...] 7/14/08 — Adotas [...]