Marketing

Facebook to polling firm Gallup: No matter what consumers say, our ad business works

Image Credit: Assets via Shutterstock & Facebook, illustration by Eric Blattberg / VentureBeat

If Gallup’s latest poll taught Facebook anything, it’s not to trust consumers.

In a report released Monday entitled “The Myth of Social Media,” polling firm Gallup questions the effectiveness of advertising via social media. Its killer metric: 62% of American adults say social media advertising has no influence at all on their purchasing decisions.

Facebook, with its billion-dollar advertising business, feels differently.

“The only thing this poll shows is that self-reported behavioral data is unreliable,” a Facebook spokesperson said in a statement yesterday evening.

Facebook’s internal studies, which examine changes in attitudes and behavior using experimental design, offer far more reliable metrics, the spokesperson said.

“For decades, studies that look at people’s actual, real-world behavior have shown that ads on all mediums, including social media, affect the things people buy. The most successful marketers in the world don’t just take our word for it when it comes to ad effectiveness, they’ve asked us to prove that our ads work. And we have.”

Facebook generated $7 billion in ad revenue last year globally, sucking up the vast majority of U.S. companies’ $5.1 billion social media ad spend.

To acquire its data, Gallup surveyed more than 18,000 U.S. adults in December 2012 and January 2013.

More information:

Facebook is the world’s largest social network, with over 1.15 billion monthly active users. Facebook was founded by Mark Zuckerberg in February 2004, initially as an exclusive network for Harvard students. It was a huge hit: in 2 w... read more »

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9 comments
OnTapp Media
OnTapp Media

If you polled people on whether negative ad campaigns during presidential elections are effective, I would bet an overwhelming majority would say "NO".  However, you don't see politicians refraining from running them, year after year, election cycle after election cycle. Why? Guess what, THEY WORK. Same applies here, you can't rely on self-reported behavior.

Isaac Chambers
Isaac Chambers

Well, they're not going to admit it doesn't work and also, only an idiot is going to click on a facebook ad.

Christopher Rice
Christopher Rice

Yeah, thanks to all like-farms, click-farms, and fake profiles. I advertised for a week straight and ended up reporting 100% of the new likes my page received.

Bart Murawski
Bart Murawski

If you have to keep reassuring yourselves...

VentureBeat
VentureBeat

Only the finest Rolex and Porche ads for us!

Eric Chan
Eric Chan

There's a reason as companies spend millions ... Because they work.