In 15 months, Facebook changed from an experimental channel where marketers were reluctant to invest deeply to a mature part of the mix where they're continuing to increase spending. That was the consensus of 1,200 Ad Age subscribers polled in a survey done in conjunction with RBC Capital Markets in August -- the third such study since June 2012, just prior to Facebook's IPO.
The percentage of respondents that said they use Facebook as a marketing channel has consistently been higher than 80%. That includes maintaining a Facebook presence, creating content and social listening in addition to advertising. But the number who say they advertise on Facebook has sharply increased since 15 months ago.
About 74% of respondents said their Facebook budgets now include outlays on Facebook ads; that has steadily increased from 62% in January 2012 and 54% in June 2012. The latest poll included respondents that identified themselves 26% as marketers or clients, 30% as ad agency employees, and the remainder as media company employees or consultants. The full results of all three surveys are available in Ad Age DataCenter.)