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Marketing dollars spent do not necessarily mean revenue realised, according to a Nielsen study, conducted in Asia Pacific, the Middle East and Africa, which shows that products supported by above the line advertising cost an average 16% more, and command an average of 31% higher share of category spending.

Sunday is primetime for UK brands to capture the eyes of fans on Facebook and Twitter, especially for fast moving consumer goods and telecoms brands, says SocialBakers. Telecoms brands experience engagement rates of 0.11% on Sundays compared to 0.06% on Tuesdays and Thursdays, while engagement peaks for brands like Vodafone UK from 7 am on Sunday mornings.

Companies are reporting an increase from 4% to 9% in the portions of their total budgets allocated to the measurement and evaluation of PR/comms programmes, a spike which represents the widespread adoption of social media monitoring tools and greater use of primary research in planning and evaluation, according to the Communication & Public Relations Generally Accepted Practices study from USC Annenberg.

Here comes twiDAQ. What is it? It’s a stock exchange game linked to celebrities, companies and brands’ Twitter accounts, enabling people to trade in shares based on the account holders’ positive or negative influences, and to forecast whether an account will gain more or less share of voice on Twitter. twiDAQ will also provide real-time sentiment analysis for brands.

Jenson Button is currently heading the Formula 1 Facebook pack, having seen a 28% spike in fan engagement on the social network between 16 and 19 March, according to SocialBakers metrics. The former world champion recently won the Australian Grand Prix. Fernando Alonso and Kamui Kobayashi also experienced an uplift in engagement of 4.5% and 3.7%, respectively, after finishing in fifth and sixth place in Oz

Word-of-mouth marketing is the number-one reason high-spending social media advertisers invest in social media, according to a survey carried out by Microscoft Advertising for its Social Advertising & Driving Word Of Mouth study, writes Steve Mullins. And this includes identifying and reaching influencers, generating word-of-mouth or conversations about brand, products or deals, and rebroadcasting ratings and reviews by experts and consumers.

Almost two thirds of the UK’s online video audience was exposed to video advertising in January 2012, with the 15-to-24 age group representing the largest video ad audience in terms of both unique viewers and engagement, according to comScore metrics.

Marketers are struggling to come to terms with Big Data and today’s digital tools, according to the Marketing Measurement In Transition Study conducted by Columbia Business School’s Center On Global Brand Leadership and the New York American Marketing Association.