SOURCE: 33Across


May 17, 2012 09:30 ET

75% of Advertisers Say Rest-of-Web More Important Than Facebook

33Across Survey Gauges Marketers' Pulse on the Impact of Big Data

NEW YORK, NY--(Marketwire - May 17, 2012) - 33Across, operators of the largest social and interest graph in the world, reaching over 1.25 billion users, today released the results of a survey that uncovered advertiser and agency attitudes around big data and social media. The survey findings underscore the increasing importance of big data, as well as data access, use, and interpretation, which are top-of-mind for today's marketers.

Key results of the 33Across Advertiser and Agency Survey include:

  • 75% of respondents said Facebook receives less than 40% of their attention versus the "rest-of-web" (ROW)
  • 71% describe their goals as more focused on fan engagement vs. fan acquisition
  • 70% said they were concerned about making sense of the data at their disposal
  • 91% are very concerned with being able to drive ROI from big data in 2012
  • 73% said the integration of cross-channel data continues to be a top area of concern

33Across found several examples where these issues are heightened in particular industries, as advertisers grapple with an increasingly broad and diverse online marketing landscape. For instance:

  • Over 90% of respondents within the Auto and Financial Services industries are concerned about being able to drive ROI from big data.
  • Travel, Financial Services, and Auto placed the most importance on successful integration of cross-channel data that is collected from a variety of online and offline sources, e.g., Facebook, ROW, and in-store purchases.
  • The majority of respondents (71%) are more focused on Facebook Fan engagement than Fan acquisition. The Financial Services industry, however, graded noticeably higher with its Fan engagement objectives (over 90%) compared to any other industry. Consumer Packaged Goods (CPG) ranked second in this category, with 89% of those surveyed prioritizing Fan engagement over Fan acquisition.

"These survey findings validate that Rest-of-Web is at the epicenter of this conversation, and big data will continue to be one of the largest issues that online marketers confront for the next few years," said Eric Wheeler, CEO of 33Across. "We are laser-focused on making data -- social, interest, intent -- accessible and actionable for the world's largest brands, helping them maximize their competitive edge in this growing and increasingly complex data ecosystem."

This multiple-choice online survey was distributed to 2,177 brand marketers and advertising agency representatives. It was conducted in March 2012, and results were analyzed and validated for statistical significance in April 2012. All questions were quantitative.

About 33Across Inc.
Over 600,000 publishers and more than 375 Fortune 1000 marketers use 33Across's Brand Graph™ technology, tools, and real-time predictive systems to connect their content and products into the social graph. Clients rely on their Brand Graph to leverage how individuals and the networks around them react to what is read, purchased, shared, and recommended in real-time. Reaching over 1.25 billion users, 33Across processes billions of anonymous social engagement, influence, and interest actions that surround marketer and publisher brands each day. The company has offices in 11 cities including New York, San Francisco, Sunnyvale, Salt Lake City, Chicago, Detroit, and Boston. Learn more at