Over two thirds of marketers admit they focus the majority of their attention on the rest of the web (ROW) rather than Facebook, new research has shown.
According to 33Across’ survey of brand marketers and advertising agency representatives from the automotive, CPG, financial services, retail and travel industries, the figure represents a 23% increase from March – displaying a dwindling interest in the social network.
Additionally, the survey showed five and half times as many respondents claimed they plan on decreasing their Facebook spend.
Meanwhile the number of respondents who said they are very concerned about understanding and driving ROI from Big Data rose from 91% to 96% whilst those concerned about integrating that data increased by 9%.
Allie Kline, CMO at 33Across, said: “What was particularly surprising to me was the dramatic shift in advertiser and agency attitudes towards Facebook after the IPO. 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.”