Adobe Report: Facebook’s Ad Business Is Showing Continued Growth


The foundations of Facebook’s advertising business appear very solid according to Adobe’s first quarter Social Intelligence Report.

Clicks on Facebook ads, ad impressions and click through rates are all soaring, both year over year and quarter over quarter. Clicks are up 70% (YoY) and 48% (QoQ), ad impressions 40% and 41% and click through rates 160% and 20%.

That’s good news for the social network, which will announce its first quarter earnings later today. The news is also positive for brands trying to reach Facebook’s 1.25 billion users with marketing messages. Adobe reports that the cost-per-click rate on ads dropped this quarter — down 2% YoY and 11% since the holiday-spending fueled final quarter of 2013.

The Facebook ad data was the top headline from Adobe Digital Index’s quarterly snapshot of the social media industry released Tuesday. Download it in full here (PDF). Adobe, which bills the report as the industry’s most comprehensive analysis, bases it on aggregated and anonymous consumer data pulled from customers that use the Adobe Social, Adobe Media Optimizer and Adobe Analytics products.

“Social media continued to grow even after a strong holiday quarter and the seasonal slowdown expected in Q1,” Adobe Digital Index principal analyst Tamara Gaffney said in a news release. “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.”

Click to enlarge

Click to enlarge

Stable Revenue Per Visit

Facebook also did well as a contributor to retail sites’ bottom lines, Adobe found. Facebook was the only social media network that didn’t suffer slippage from last quarter in revenue per visit (RPV), a sign that Facebook is a better year-round performer. Facebook remained essentially flat with $1.24 RPV in Q1 (after $1.22 in Q4), while Twitter’s RPV dropped 23% ($0.62), Pinterest’s 30% ($0.65) and Tumblr’s 36% ($0.70).

Facebook (10.7%), Twitter (5.1%) and Pinterest (6.5%) showed modest year-over-year gains, while Tumblr surged with 55%.

Related Topics: Channel: Social Media Marketing | Facebook | Facebook: Advertising | Social Media Marketing | Social Media Marketing: Advertising | Top News


About The Author: is Third Door Media's Social Media Correspondent, reporting on the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

Connect with the author via: Email | Twitter | Google+

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!