Last updated on April 17, 2014 at 10:42 EDT

New Study: “2012 Social Media Advertising Global Games” Compares Performance of Facebook Advertising in Different Countries

August 13, 2012

CHICAGO, August 13, 2012 /PRNewswire/ –

Kenshoo [http://www.kenshoo.com ] (http://www.Kenshoo.com), a global leader in
digital marketing software, published a new report today. “2012 Social Media Advertising
Global Games” evaluates nearly 65 billion Facebook ad impressions to identify eleven
critical mass countries and evaluate the performance of Facebook ads in those countries
across six key “events.”

“While Facebook boasts one of the most expansive communities worldwide, its
advertising opportunities have become among the most targeted ever,” says Sivan Metzger,
general manager of Kenshoo Social. “Each individual country delivers different social
media performance, and understanding the key metrics and variances by location and
vertical can help brands develop successful Facebook advertising strategies.”

Key highlights of the report and associated recommendations for advertisers include:

        - Countries with high Facebook penetration represent great opportunity for
          advertisers. Mexico and Turkey have as many Facebook users as broadband subscribers,
          indicating Facebook is used heavily via mobile devices in those countries. Savvy
          marketers can reach these connected populations through targeted mobile ads and take
          advantage of efficient Facebook cost-per-thousand (CPM) rates.
        - Facebook advertising is extremely popular in the United States and United
          Kingdom. These countries have the highest CPM and cost-per-click (CPC) rates,
          reflecting increased attention and bid competition from marketers. The U.S. and U.K.
          also had the lowest exposure rates, meaning it's more difficult for brands to reach
          their targets in these countries. For advertisers to effectively compete, they must
          use advanced targeting techniques and sophisticated bid algorithms and refresh
          creative assets often.
        - Italy is a diamond in the rough, winning the most medals of any European
          country. A high click-through-rate (CTR) indicates that Italians are willing to
          interact with Facebook ads. Italy also has a low max recommended bid from Facebook; so
          ads can be placed relatively inexpensively. Advertisers that want to test Pan-European
          campaigns can find Italy a good point of entry.

This study analyzed aggregated global data across a wide range of brands whose
Facebook ad campaigns are managed through the Kenshoo Social platform. The dataset
included more than one hundred countries, but those selected for the study reached a
statistical significance of at least 100 million impressions from ads that were uniquely
targeted to each country.

The complete report, entitled “2012 Social Media Advertising Global Games,” including
detailed charts, definitions and insights, can be downloaded at


About Kenshoo Social

The mission of Kenshoo Social is to illuminate the value of social media for brands
through dynamic technology. Kenshoo Social delivers a global social marketing platform for
advertisers and agencies to achieve tangible business results as effectively and
efficiently as possible. Through Kenshoo Social, marketers can create and optimize
scalable social advertising campaigns while leveraging sophisticated measurement
capabilities for owned paid, and earned initiatives across all channels. Please visit
Kenshoo.com/Social [http://kenshoo.com/Social ] or Facebook.com/KenshooSocial
[http://www.facebook.com/kenshoosocial ] for more information.

About Kenshoo

Kenshoo is a digital marketing software [http://kenshoo.com ] company that engineers
technology solutions for search marketing, social media and online advertising. Brands,
agencies and marketing providers use Kenshoo Enterprise, Kenshoo Local and Kenshoo Social
to direct more than $25 billion in annual client sales revenue. The Kenshoo Universal
Platform delivers automation, intelligence, integration and scale to make better marketing
investments. With campaigns running in more than 190 countries, Kenshoo clients include
CareerBuilder, Expedia, Facebook, KAYAK, Havas Digital, Hitwise, iREP, John Lewis,
LendingTree, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity,
Walgreens and Zappos. Kenshoo has 16 international locations and is backed by Sequoia
Capital and Arts Alliance. Please visit http://www.Kenshoo.com for more information.

Facebook(R) is a registered trademark of Facebook, Inc. Kenshoo is a trademark of
Kenshoo Ltd. Other company and brand names may be trademarks of their respective owners.

SOURCE Kenshoo

Source: PR Newswire