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Adobe report says Facebook ad biz grows, Twitter, Tumblr declines

Adobe (NASDAQ: ADBE) said it has released its Social Media Intelligence Report analyzing paid, earned and owned social media trends for the first quarter.

Key findings of the Adobe Digital Index report show that Facebook´s (NASDAQ: FB) ad business continued to grow with click through rate and ad impressions increasing by double-digits quarter-over-quarter (QoQ), 20 percent and 41 percent respectively. While revenue per visit coming from Facebook grew by two percent QoQ, RPV from Twitter and Tumblr declined by 23 percent and 36 percent respectively, following a strong holiday quarter.

Leveraging its data set, Adobe´s Social Media Intelligence Report is based on 260bn Facebook ad impressions, 226 billion Facebook post impressions, 17 billion referred visits from social networking sites, and seven billion brand post interactions including comments, likes and shares. Paid social data is derived from aggregated Adobe Marketing Cloud data.

“Social media continued to grow even after a strong holiday quarter and the seasonal slowdown expected in Q1,” said Tamara Gaffney, principal analyst, Adobe Digital Index.

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