The survey also delves into use of Sponsored Stories on Facebook, which research has shown to be among the more effective Facebook ad types. Even so, 7 in 10 respondents have not used a Sponsored Story in a Facebook campaign. Among those who have done so, roughly 8 in 10 were somewhat (64.8%) or very (14.8%) satisfied with the ROI of those campaigns, and more than 8 in 10 would use them again.
- About 2 in 3 Facebook advertisers said that Facebook’s mobile application is very (22.6%) or somewhat (45.9%) important to their strategy.
- Only about 1 in 8 advertisers use the Facebook Exchange, which so far has performed well in comparison to other RTB sources.
About the Data: The Ad Age survey was conducted in partnership with Citi in January 2013 among 701 marketers and media executives.