Media Focus now reports advertising activities on the major social media platforms
Media Focus is expanding its advertising market analyses to include social media and offers detailed insights into advertising activities on platforms such as Facebook, TikTok, and Instagram. With a new tracking tool, the company is combining unbiased market data with surveys for the first time, thereby creating a new foundation for data-driven social media strategies.
The importance of social media in the marketing mix is constantly growing - but until now there has been a lack of neutral comparative data on advertising activities on the major platforms. Media Focus closes this gap and provides a new data source with "Social Ad Insights". Since January 2025, advertising activities and user behavior on Facebook, TikTok, Instagram, YouTube, Pinterest and LinkedIn have been recorded on a daily basis.
To this end, Media Focus relies on on-screen tracking of 1,000 Android smartphones in Switzerland. The method reads app usage directly from the participants' cell phone screens and thus provides detailed insights into users' everyday contact with social ads.
"With this innovation, we are creating comparability in the social media advertising market for the first time and obtaining neutral data on the advertising behavior of over 1,000 companies on the six relevant platforms," explains Ueli Weber, CEO of Media Focus. The combination of tracking and targeted user surveys also enables a more precise classification: "This allows us to recognize how active companies are and which target groups they reach with which messages."
The surveys are conducted in collaboration with the market research institute Intervista. Based on the tracking data collected, users are specifically asked about their perception, motivation and opinion. This gives advertisers not only quantitative but also qualitative insights into the effects of their campaigns.
Among other things, the new analysis tool enables benchmarking and cross-channel analyses, more precise target group segmentation and data-driven targeting. With this methodology, Media Focus provides a comprehensive basis for decision-making for companies that want to further optimize their social media strategies.
