Making your advertising dollars count is important to the success of your organization and you have to draw on as many sources as possible to make informed decisions about where to spend those dollars. Since online advertising is one of the most effective components of any modern ad campaign, I want to look at Facebook advertising as it seems to be one of the trendiest spaces available today.
This next graph comes to us from NeuroFocus.Com, a Nielsen affiliated company, committed to using neuroscience to enhance marketing and advertising efforts. The graph is the result of a study on advertising in different contexts and the subsequent attention, engagement, retention, and overall effectiveness of campaigns utilizing the different platforms. In this case they compare company website, Television, and Facebook ads.
Take a look at what they found:
So the company website receives the most attention toward the product, but Facebook wins for overall effectiveness and emotional engagement in the product ads, which in this case is Visa. Memory retention is best on television, but it is outweighed by overall effectiveness. I am sure there are other psychological factors at play here too.
The following infographic comes to us from Brian Carter, a recognized expert in the field of online advertising and media campaigns. What he shows us is the value of $100 spent on Google versus the same amount on Facebook. The numbers are pretty revealing.
Check out what he found:
The results really speak for themselves. The ads on Facebook reach fifteen times more people and get thirty-five time more exposure. Obviously Google is great place to advertise, but Facebook seems like a lot of value for your dollars. I would research it further before taking the plunge, but Carter does present some convincing figures.
This is by no means an exhaustive search to find the best advertising platform, but it should give you some ammo to get started. More or less, these are just fun comparisons and interesting facts about angles researches have taken while attempting to bring value to marketing campaigns.