Netmining: US Media Spend On FBX Up 42%, International Up 195%
Netmining has released an infographic comparing Facebook Exchange (FBX) data from Q1 and Q2, 2013. According to their data, U.S. media spend on FBX increased 42% in Q2 over Q1, while international spend increased 195%. The data comes from Netmining clients advertising on FBX.
Joe Lavan, Netmining's data and insights director, spoke briefly with RTM Daily about
the results. On the international figures, which also include 896% and 851% increases in impressions and clicks in Q2, Lavan said, "Those numbers really jump off the page…given their nature."
But what excites him most about those figures is that they serve as a "testament to the performance we're seeing with Facebook inventory, and conveying it to our Facebook partners."
He noted that Brazil in particular "saw a huge amount of growth," and the infographic cites Brazil as the market in which Netmining saw the largest FBX volume increase within a region.
RTM Daily also spoke with Lynda Liu, Netmining's marketing manager, about the data. She believes that FBX is "still a new concept" for a lot of marketers, and that the figures over the second half of 2013 will get bigger as marketers "learn more and more" about advertising on FBX.
Lavan shared that Netmining's largest verticals are typically Retail, Travel, and Auto, and the infographic shares data on Retail and Travel from Q1 and Q2. In Retail, impressions (62%), clicks (42%), and media spend (59%) were all up. For Travel, impressions (5%) and media spend (15%) were up, but clicks (-13%) went down in Q2.
When asked why Travel clicks went down -- something that sticks out on the infographic as the only negative figure -- Lavan noted that clicks are usually a "secondary metric" for their Travel clients, which tend to be more DR focused.
In addition to the 42% increase in FBX spend in the U.S., impressions (18%)
and clicks (9%) also went up domestically in Q2.
The infographic can be seen here.