Columnist Andrew Waber of MarketingLand highlights a few advertising trends for Facebook:
1. Carousel-Type ad formats are on the increase: Carousel ads gives advertisers opportunity to interactively promote one or more offerings to better entice and possibly upsell a prospective customer.
2. Prices on Facebook keep rising, but no one is shying away: Even though CPM is steadily increasing, there's also corresponding increase in CTR. Because Facebook offers healthy engagement metrics, along with robust targeting capabilities, it is expected to draw more advertisers to Facebook
3. Growing viability of Facebook Advertising in International Markets: Ad engagement rates in Asia Pacific region is picking up, and CTRs were the highest of any geographic region. Advertiser collectively committed 5% greater share of their budgets to international traffic in Q3 2015 compared with the prior quarter
4. Mobile Value for Desktop Increasing for US Advertiser: Desktop CPMs have increased considerably, and are now fairly close to their mobile counterparts. Mobile e-commerce purchase-related metrics have shown signs of catching up to desktops
Personally, the fact that Facebook is becoming a more sophisticated marketing machine is turning me off and less interested in using Facebook. But from a purely business perspective, this is very good development for Facebook, which will help ensure continued business viability. It will be interesting to see how much more Facebook will be able to charge advertisers for being able to target specific consumers.
http://marketingland.com/2016-facebook-advertising-preview-4-trends-act-150552
1. Carousel-Type ad formats are on the increase: Carousel ads gives advertisers opportunity to interactively promote one or more offerings to better entice and possibly upsell a prospective customer.
2. Prices on Facebook keep rising, but no one is shying away: Even though CPM is steadily increasing, there's also corresponding increase in CTR. Because Facebook offers healthy engagement metrics, along with robust targeting capabilities, it is expected to draw more advertisers to Facebook
3. Growing viability of Facebook Advertising in International Markets: Ad engagement rates in Asia Pacific region is picking up, and CTRs were the highest of any geographic region. Advertiser collectively committed 5% greater share of their budgets to international traffic in Q3 2015 compared with the prior quarter
4. Mobile Value for Desktop Increasing for US Advertiser: Desktop CPMs have increased considerably, and are now fairly close to their mobile counterparts. Mobile e-commerce purchase-related metrics have shown signs of catching up to desktops
Personally, the fact that Facebook is becoming a more sophisticated marketing machine is turning me off and less interested in using Facebook. But from a purely business perspective, this is very good development for Facebook, which will help ensure continued business viability. It will be interesting to see how much more Facebook will be able to charge advertisers for being able to target specific consumers.
http://marketingland.com/2016-facebook-advertising-preview-4-trends-act-150552
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