Spruce Media, a Facebook Strategic Preferred Marketing Developer, examined the state of Facebook advertising in the first quarter of 2013, and reported mostly positive results, in advance of the social network’s first-quarter earnings call Wednesday afternoon.
The redesigned News Feed Facebook announced Thursday is a beautiful, visually rich design with some borrowed elements from mobile user experience that helps create a smooth, clean experience. But you already read all about it. In an ideal world, a richer and more engaging News Feed is good news for brands, which can benefit from higher engagement on their already mostly visual posts. But there is always a “but.”
One of the first Facebook Exchange partners, AdRoll, studied 468 advertisers that ran standard Web targeting and FBX campaigns during the last six months of 2012 and found areas where each type of campaign held an advantage.
Perhaps the greatest challenge facing marketing managers right now is finding the right place online to spread their message. But since Facebook revamped its mobile and desktop offerings to include a wide range of placement options, all signs point to Facebook being an ideal platform to spend additional ad dollars. With Facebook’s recent enhancements, brands and agencies now have the ability to better engage with their audiences in new and unique ways through personalized ads that capitalize on what Ampush calls “referred intent.” This is what the social technology company characterizes as engaging relevant audiences from Facebook who are enticed by highly targeted messages or stories with social context, then perform a desired action such as liking a brand’s page or downloading a mobile application.
The placement of ads in Facebook’s news feed has caused click-through rates to soar by more than 20 times, from 0.058 percent to more than 1 percent, according to an analysis of some 86 billion impressions between the third quarters of 2011 and 2012, from 459 clients in 113 countries by Spruce Media.