Social media networks beat Portals, Ad Networks, and Exchanges for reach efficiency, by 58% compared to the next highest, in the third calendar quarter of 2013. However, Ad Network won in the cost category with Exchanges coming in second.
Social media also delivered well above average quality users. This doesn’t surprise me. One of the big difference for social is the self selection of users based on content and friend recommendations.
Other items in the report include:
- Video network usage up 15% on impressions, 73% on clicks, and 48% on revenue
- Mobile up 288% on impressions, but down -11% on clicks and -77% in click revenue
- Although down from its first quarter high, social continues to lead in upper funnel attribution. The chart below is one that marketers should grab to show their management when challenged on social media effectiveness.