Social Media had Better Reach Efficiency than Ad Networks in 3Q2013

by Michael J Procopio

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.

This is according to a recent analysis by Neustar Aggregate Knowledge based on data from 32 million conversations, 60 billion impressions and 140 billion ad events in 3Q13.


ad networks cost versus social 3CQ2013

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.

Source: Neustar Aggregate Knowledge® Global Media Intelligence Report 3Q2013

Michael J Procopio is a Social Media Strategist who provides ROI based consulting and training on social media. You can read more about Michael and his blog at


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