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.
A few days before Facebook’s initial public offering last year, General Motors pulled its $10 million advertising campaign from the social network, unhappy that it didn’t have the control over ads it sought. But now it appears that the two sides have reconciled their differences. Ad Age reported Tuesday that GM is back in the mix as a Facebook advertiser.
Recently, eMarketer announced that mobile Facebook advertising now receives more mobile display advertising dollars than any other network or platform, including major players like Google. Here are five ways to master mobile advertising on Facebook if you’re late to the game.
Facebook’s mobile push means that more people can access the social network from anywhere. Many people take Facebook with them to work, to the movies, to the bar, and to the toilet. A new chart from CreditDonkey shows that 52 percent of Facebook users who participated in a March survey admitted to checking the site from their phones while on the throne.
Revised forecasts by eMarketer place Facebook atop the mobile display advertising revenue list, with the research firm saying that the social network will account for $3 of every $10 spent in the sector in 2013, and adding that it boosted its projections following a stronger-than-expected fourth-quarter performance.
Maybe Co-Founder and CEO Mark Zuckerberg’s comparison of News Feed to a personalized newspaper wasn’t too far off. According to the Pew Research Center’s State of the News Media 2013 report, Facebook is a key way that news outlets such as The Huffington Post, The Daily Mail, and Yahoo reach their readers. The report notes that major U.S. news sites get an average of 9 percent of their traffic from Facebook, compared with 4 percent when measured 15 months ago.
Research firm eMarketer boosted its September forecast of 80 percent growth in mobile advertising spending in the U.S. for full-year 2012 all the way up to 180 percent, largely due to initiatives by Facebook, including its incorporation of ads into the mobile news feed.
Despite Facebook’s increased emphasis on building up its mobile revenue, a new forecast from eMarketer predicts that Twitter will bring in nearly double the mobile revenue of Facebook in the U.S. for the full year of 2012.
While several businesses that market on Facebook tend to become overly concerned with the number of likes their page has, Advertising Age found that more marketers are buying ads on Facebook to build brand awareness, not boost fan numbers.