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For online marketers, 2011 was the year Facebook advertising became mainstream. Facebook accounted for nearly 1 in 3 online display ads in the United States in the first quarter of 2011. This endowed the social network with the title of largest online display ad publisher — by far exceeding the online display ad shares of traditional leaders like Yahoo!, Microsoft, AOL, Google, Turner, Fox, Glam Media and many others combined.
As 2011 ensued and Facebook’s membership steadily climbed to surpass 800 million active users, a range of reports and white papers were released to help marketers navigate this new online ad paradigm.
Here are our picks for the top seven reports on the Facebook advertising ecosystem in 2011:
A joint effort between comScore and Facebook, this report examines the reach and frequency of a brand’s content on Facebook. The team behind the report focused on activity around three companies’ Facebook pages, concluding and providing weight behind the ripple and viral effects afforded by the social graph. Top findings include:
Pivot compiled this report based on a survey it conducted with marketers and ad agency professionals, with the goal of measuring the interest in and utilization of social advertising. Top findings include:
Another survey of marketers, Chief Marketer polled marketing professionals from brands and agencies across multiple sectors. Their takeaway: social marketing has gone from niche tactic to mainstream marketing tool. Top findings include:
A guide as opposed to survey or case study findings, Eloqua published this e-book on the ins and outs of social media advertising. The guide underscores that while the primary objective of most social ads is to trigger an action, the secondary objective of permeating the viewer’s social graph via friend-to-friend connections is just as important. Some of our favorite takeaways:
In both the second and third quarters TBG Digital released reports based on over 250 billion Facebook ad impressions managed by the company’s ad platform. The report highlights key performance indicators on Facebook during those quarters, such as cost-per-clicks (CPCs) and cost-per-Likes (CPLs). Top findings include:
Similar to TBG Digital, Webtrends released a report with Facebook advertising trends based on 4.5 billion impressions. Top findings include:
Efficient Frontier, now part of Adobe’s Omniture, has software that spans search and Facebook advertising. This report pulls data from their platforms to help compare social and search. Top findings include:
What reports would you add to the list? Let us know in the comments!