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The Psychometrics Centre

Cambridge Judge Business School

Advertising strategy via social networks has been undergoing a seismic shift since the introduction of site and page endorsement through Facebook likes and Twitter follows. TBG Digital, one of the world's largest companies specialising in Facebook marketing, together with The Psychometrics Centre at the University of Cambridge, examined 200 billion impressions across 167 clients advertising on Facebook in 21 countries to produce its 2nd quarter 2011 Global Facebook Advertising Report.

The most prominent trend is an increasing focus on campaigns designed to build brands' fan bases. These showed a 100% increase between the first and second quarter of 2011 alone.  At the same time case studies provide evidence of the benefits of advertising to Facebook fans. Comparison between identical campaigns aimed at fans and non-fans showed a three to six fold increase in Conversion Rates when targeting fans.

One consequence of this success is that advertising on social networks is becoming markedly more expensive, showing a year on year increase of approximately 50%.  However, some novel approaches such as Sponsored Stories, introduced by Facebook this summer, can offer significantly lower costs.

TBG Digital is a global marketing and technology company, specializing in Facebook advertising and social media marketing. Combining technology with unparalleled experience, the company collaborates with clients to meet their marketing objectives. Founded in 2001, TBG Digital has offices in London, San Francisco, New York, Chicago, Paris, and Hamburg and manages campaigns for more than 90 advertisers targeting in 60+ countries. 

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