Ford Shifts More Ad Spend to Facebook as Social Media Audiences Grow
Ford and other carmakers are increasing their Facebook advertising as the platform's audience and engagement overtake MySpace, prompting a shift in digital marketing budgets.
Ford is increasing its advertising budget on Facebook, responding to the platform’s rapid growth in audience and user engagement as of early 2009. The move comes as carmakers adjust digital marketing strategies to follow consumers away from MySpace, which had previously dominated automotive online advertising.
According to Nielsen data, Facebook’s monthly unique audience grew by 177 percent year-on-year, while MySpace saw a 9 percent decline. The average time spent per person on Facebook more than doubled, reaching over three hours per month by March 2009. This surge has led manufacturers such as Ford, Honda, Chevrolet, Nissan and Toyota to reconsider where they place their online ad budgets.
Carmakers Follow the Audience Shift
MySpace had been the main digital platform for automotive campaigns, with major brands running high-volume promotions. For example, the Honda Fit campaign delivered over 600 million ad impressions in the first quarter of 2009. Toyota’s Matrix campaign generated more than 2.5 billion impressions on MySpace a year earlier. However, Toyota has now started to allocate a larger share of its digital ad budget to Facebook, reflecting the changing online audience.
Ford’s decision to increase Facebook ad spending mirrors this trend. The company is looking to reach a growing base of potential buyers who are spending more time on Facebook than on rival social networks. The shift also aligns with broader industry moves as carmakers track where consumers are most active online.
What It Means for Automotive Marketing
For Ford and its competitors, the shift towards Facebook is a response to measurable changes in consumer behaviour. As engagement on Facebook continues to rise, digital advertising budgets are likely to follow, challenging the previous dominance of MySpace in the sector. The trend is not limited to Ford; other manufacturers are also adapting their strategies to reflect where car buyers spend their time online.
