Jun Group research shows advertisers are driving consumers to owned destinations; engagement to popular platforms Facebook and YouTube declines
NEW YORK – Jun Group (www.jungroup.com) data released today shows that brand advertisers have shifted their digital goals away from Facebook and YouTube to promote their owned online destinations. To view and/or download the research, visit www.jungroup.com/socialresearch.
According to Jun Group campaign data, the share of clicks driving consumers to brand owned and operated sites more than doubled from 2012 to 2013, increasing from 28% to 57%. Facebook and YouTube, which represented 31% and 38% respectively, declined to 10% and 24% over the same period.
“This shift towards owned content from social channels represents the convergence of a few big trends,” said Mitchell Reichgut, CEO of Jun Group. “First, as advertisers spend more developing branded content and digital experiences, they want to drive audiences directly to those destinations. At the same time, social platforms have made it more complicated for brands to communicate with fans.”
Brand goals have held steady from the latter half of 2013 into 2014, with 61% of campaign actions driving users to brand-owned sites. Facebook hit a low of 8% in the latter half of 2013 and rebounded to 16% in the first quarter of 2014. Meanwhile, YouTube continued to decline, receiving 15% of brand actions this from 22%.
“These behaviors indicate that the social channels are shifting from ‘owned’ audiences to more traditional ‘paid’ channels as they have matured,” said Reichgut. “In 2012, people were focused on ‘Likes’ and ‘follows.’ Now, leading brands have built their followings and are using social platforms to run pre-roll and display that direct their audiences to owned and operated content.”
To view or download Jun Group’s research, which is based on 2.7 million user-initiated engagements, visit www.jungroup.com/socialresearch.
About Jun Group
“Jun” means truth, and the company was founded on the principles of honesty and integrity. Jun Group gets millions of people to see branded content through our video distribution and traffic-driving platforms.
Everything Jun Group does is backed by the Jun Group Promise: Placements are always 100% visible, 100% transparent, and 100% brand safe or the entire price of the campaign is refunded.
Founded in 2005, Jun Group is privately held, with offices in New York, Chicago, Detroit, and San Francisco. Clients include Fortune 500 brands, media agencies, and major entertainment companies. Please visit http://jungroup.com for more information.
