The bad news for advertisers on Facebook: The cost of advertising on the social network rose dramatically in November 2014 compared with November 2013, with aggregate average cost per thousand impressions (CPMs) seven times higher. The good news: Return on investment saw substantial gains, as well, according to the latest data from Kenshoo, a Facebook Strategic Preferred Marketing Developer.
Don we now our gay apparel: Kenshoo, a Facebook Strategic Preferred Marketing Developer, examined the impact of various marketing channels, including Facebook, on apparel sales during the holiday shopping season.
Big changes are coming to Facebook’s Preferred Marketing Developer program, including an early 2015 rechristening as Facebook Marketing Partners, as well as a reorganization of partner companies by specific areas of expertise.
After Ad Age broke the news last week that Facebook was revamping Atlas, formerly Atlas Solutions, the ad network Facebook acquired from Microsoft in February 2013, The Wall Street Journal uncovered more details Monday, speculating that an official announcement will come during Advertising Week 2014 in New York next week.
More advertisers are discovering Facebook’s complex ad models, such as retargeting via Facebook Exchange and Website Custom Audiences. How effective can these techniques be? A new study by AdRoll, a Facebook Exchange partner, showed that by using both FBX and Website Custom Audiences, the CPM of News Feed ad impressions on mobile was 57 percent lower than desktop, generating a 10 percent higher click-through rate. It led to a 61 percent lower cost-per-click for News Feed ads on mobile compared to desktop.
Facebook’s efforts to simplify its advertising offerings will kick into high gear in 2014, as the social network will introduce a complete overhaul of its campaign structure, which will include revamps of its Ads Create Tool, Ads Manager, and Power Editor, the social network announced in a post on its developer blog, after recently revealing the details to its Preferred Marketing Developers.
I work with NARR8, a free-to-use application and digital publisher of interactive eBooks. Last month, NARR8 launched its extensive catalog of motion comics, graphic novels, and educational periodicals on Facebook’s App Center — a huge milestone for us, since this made NARR8 the first motion comics application to launch on the world’s No. 1 social network. Today, I’d like to talk about what led us to this success, our first month’s progress on Facebook, and the support that the social network has offered us during the transition from mobile to social.
Facebook executives often state that one of their primary goals when it comes to advertising is to serve its users ads that are relevant to their interests. Optimal, a software-as-a-service platform for real-time ad buying and optimization and analytics for Facebook and other social networks, which was acquired by Brand Networks last week, and Civolution, a provider of technology and solutions for identifying, managing, and monetizing content, are taking the social network’s goal one step further, integrating their technologies to serve Facebook ads that are synced to TV commercials being watched by users of the social network.
Real-time ad-bidding platform Facebook Exchange is on the verge of becoming a lot more crowded, as Friday’s announcement that Google’s DoubleClick Bid Manager (formerly Invite Media) will participate in FBX was followed by a report by AdExchanger that online retail giant Amazon will follow suit.