While Nearly All New Media Professionals Use Facebook, Few Consider Advertising on Facebook Effective

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New DigiCareers survey reveals less than one in four New Media Professionals believe advertising on Facebook is effective

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The challenge and opportunity is for Facebook to leverage its unique strengths to deliver effective and economical online advertising

A just-released survey by DigiCareers reveals that while Facebook is used by nearly (92%) all New Media Professionals, less than one quarter (23%) believe advertising on Facebook is effective.

"With more than three quarters (77%) of New Media Professionals believing Facebook 'meets a consumer or human need,' Facebook needs to determine how to leverage its communication-centric platform to shift perceptions and deliver higher levels of advertising performance for brands and advertisers," said Mike Carroll, Director of Sales and Marketing for DigiCareers.

Despite Facebook's self-service advertising offerings, only 38% of all New Media Professionals have conducted an online advertising campaign for their business or their clients -- the vast majority of which (90%) have been consumer oriented. However, half (50%) state they have terminated or elected not to conduct a subsequent advertising campaign on Facebook based upon the prior results of an advertising initiative.

The survey reveals Facebook possesses characteristics that differentiate it from other online advertising venues, including:

Audience Reach: 55%
Audience Targeting: 51%
Audience Engagement: 34%
Advertising Technology: 11%
Advertising Price/CPM: 10%
Advertising Effectiveness/ROI: 6%

"Clearly, Facebook has distinct advantages given the number of members and the available profile information. The challenge and opportunity is to leverage these facets for Facebook to deliver effective and economical online advertising," said Carroll.

The survey was conducted between May 17 and May 21, 2012 among more than 300 New Media Professionals. The collected data possess an aggregate data tolerance of +/- 5.6%.

About DigiCareers
DigiCareers is a website providing job, career, and industry information for more New Media Professionals focused on advertising, media planning, mobile, web analytics, marketing, SEO, sales, and management. To learn more about the survey results or DigiCareers, please visit http://www.digicareers.com/ or call 1-800-872-5401.

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Mike Carroll
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