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.
There were more than 50 million Facebook pages with at least 10 likes as of Dec. 31, 2012, and some 10 million applications were using the social network’s platform, according to its annual form 10-K filed with the Securities and Exchange Commission following the release of its fourth-quarter earnings report last week.
Facebook’s new graph search feature was touched upon at several points during the social network’s fourth-quarter earnings call Wednesday, but specific details were scarce, as Co-Founder and CEO Mark Zuckerberg stressed that the product is still in beta.
Facebook Chief Operating Officer Sheryl Sandberg used some of her time during the social network’s fourth-quarter earnings call Wednesday to offer statistics and specific examples in support of the company’s advertising growth.
The sentiment on Wall Street following Facebook’s fourth-quarter earnings call Wednesday was more negative than positive, with many analysts pointing to the social network’s staggering spending forecast for 2013 in lowering their ratings.
Facebook Co-Founder and CEO Mark Zuckerberg has said ad nauseum that the social network is becoming a mobile company. It appears that the statement has finally come true. As announced during Wednesday’s fourth-quarter earnings report, Facebook now has more people accessing the site via phones and tablets than via desktop. Zuckerberg said (but did not elaborate) during the earnings call that the company is developing mobile-first projects that will make the experience better for both users and advertisers.
Facebook’s transition to a mobile company continues unabated, as the social network announced within its fourth-quarter earnings release that mobile daily average users surpassed Web DAUs during the period for the first time ever.
The main knock against Facebook in financial circles has been its inability to prove that it can be a solid buy for investors, especially in the way of mobile monetization. However, stock analysis firm Trefis thinks that Facebook has done enough in this field, and should be able to share a positive outlook in its fourth-quarter earnings call Wednesday.
Has Facebook done enough to become a viable advertising vessel? We’ll find out Wednesday, when the company presents its fourth-quarter earnings report. Already, Sterne Agee is standing by its buy rating for Facebook by predicting that Wednesday’s call will be a positive one.