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Marketers decreasing Facebook spend

July 06, 2012 | Online Marketing

According to a new study, almost three quarters of advertisers said that “they focus 80% of their attention on the “Rest of Web,” not on Facebook. Even worse for Facebook, five times as many advertisers as in March now said they were planning on “decreasing Facebook spend.”

Facebook better hurry up and re-send that friend request to GM. Other advertisers are starting to catch on that there’s more to the advertising world than the world’s largest social network.

In fact, according to a June study by 33Across, almost three quarters of advertisers said that “they focus 80% of their attention on the “Rest of Web,” not on Facebook. That’s a 23 percent jump from just three months ago, in March. Even worse for Facebook, five times as many advertisers as in March now said they were planning on “decreasing [their] Facebook spend.”

That’s a massive pre-IPO to post-IPO change.

“What was particularly surprising to me was the dramatic shift in advertiser and agency attitudes towards Facebook after the IPO,” Allie Kline, chief marketing officer for 33Across said in a statement. “Facebook’s future greatly depends on advertiser spend — on both the web and mobile devices — and this survey indicates that they have some work to do to restore advertiser confidence in their Facebook investments.”

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