Just how powerful is Facebook’s News Feed? One of the alpha testers of Facebook Exchange retargeted News Feed ads, Nanigans, said advertising on the site’s primary feature increased return on investment by 197 percent, compared with the right sidebar.
In March, Facebook started an alpha test of Facebook Exchange in the News Feed. Monday, Facebook announced that the FBX for News Feed program has been successful so far, and it is expanding in beta. This technology allows advertisers to retarget Facebook users who visited their websites with page post ads in the News Feed, and not just sidebar ads.
Facebook’s transition to a mobile-first company continued with great speed during the first quarter of 2013, as the social network reported that 30 percent of its total advertising revenue during the period came from mobile, up from 23 percent in the fourth quarter of 2012.
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.
We know that brands will only see meaningful engagement when they put people at the center of their Facebook strategies. But even with insightful, brilliant creative ideas executed perfectly, it’s still highly unlikely that most fans will see a given post. In fact, you may have heard the dreaded 16 percent statistic: the maximum percentage of users expected to see a page’s post.
So General Motors is back on Facebook. Less than one year after its very public split from Facebook, right before the social network’s initial public offering, the old-school advertising behemoth is back and is looking to Facebook — specifically Facebook mobile — to help add luster to the launch of its new Chevrolet Sonic, aimed at young people. So why? And why now? What’s changed since May 2012? Has GM adjusted its opinion of the potential of Facebook as an advertising vehicle? Or has Facebook learned from the experience and figured out how to sell its advertising story to brands with deep pockets like GM?
Facebook Exchange Product Director Antonio Garcia-Martinez announced in a post on his Facebook page that Tuesday was his last day at the company, and he said in an interview that he remained confident about the social network’s future.