Facebook is now “on a par with TV” when it comes to effective advertising, but the return on investment is far better, claim fmcg brands that have used the social networking site.

Nestlé said it could directly attribute 11% of Kit Kat sales to its Facebook ads following a recent cross-media channel campaign.

Facebook delivered the highest return on investment, generating £1.34 in return for every £1 invested, it said, adding that it was the best medium for “brand impact and overall brand equity, compared to other online channels and television advertising”.

General Mills also ran a cross-channel campaign to promote Old El Paso products. Some 27% of sales during the push were down to Facebook and it was “the most efficient channel for driving sales”, it said.

Facebook’s global head of CPG marketing Erin Hunter added: “As a marketer I would want to reach as many people as possible in a well-targeted fashion and in a mass way. Facebook absolutely excels at that, because of the number of people we have, but also because we know exactly who they are.”