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Channel & Distribution

Social media is as effective as print and TV media

Internet users are as receptive to the effectiveness of advertising on Facebook, YouTube and Co. as they are to ads in traditional media such as newspapers, radio and television. This can be taken from the current "Social Media Atlas".

24 May. 2018 David Schahinian
Source: Faktenkontor
Source: Faktenkontor

3,500 Internet users aged 14 and over were interviewed for the representative study of the Faktenkontor communication consultancy. 24% of them have already purchased a product or used a service because it was advertised on Facebook. Thus, using ads on Facebook and communication via their own pages in the network is even more successful than for classical TV advertising, which has only motivated 23% of respondents to make a purchase. The YouTube quota is also high at 20%. 22% were influenced to make a purchase based on advertising in newspapers and magazines; radio spots account for only 14%. Followed by Instagram (12%), WhatsApp (11%), Google+ (10%) and Internet forums (9%).

For the so-called power shoppers, those who have spent money several times over the course of a year based on advertising, the order is slightly different: here, TV advertising is ahead with 10%, followed by newspapers, magazines and YouTube with 9% each. Facebook and radio are both at 7%.

The Federal Government also relies on the advertising effectiveness of social media. As reported by heise.de , it spent around 3.9 million euros during the past legislative period for ads on Facebook, and in the "non-government period" between October 2017 and March 2018 just under 900,000 euros were added. By far the largest share of expenditure was accounted for by the Federal Ministry of Defense.