Ad revenue accounted for $2.34 billion of Facebook’s fourth-quarter-2013 revenue total of $2.59 billion, so it’s no surprise that the social network’s advertising results and initiatives were the topic of the lion’s share of discussion during its earnings call Wednesday.
Mobile App Install Ads
Facebook Announces Rollout Of Custom Audiences For Websites, Apps; New Call To Action Buttons For Page Post Ads
The extension of Facebook’s custom audiences ad-targeting feature to websites and mobile applications, initially announced by Facebook last October, has been rolled out globally, and the social network also announced that five buttons triggering calls to action — shop now, learn more, sign up, book now, and download — will soon be available in the lower-right-hand corner of page post ads.
Gone are the times of toting around a massively bulky cell phone. Today, wherever you turn, everyone — even children — is on a sleek, elegant smartphone that has the capacity to do many of the things our computers can do. From texting, browsing the Web, reading emails, etc., people are increasingly using their phones for complicated task, and Facebook is set to maximize from this trend, attracting even more online retailers.
Facebook often touts the results developers have achieved with its mobile application install ads, and a new offering from 2012 Y Combinator alumnus Optilly is aimed at helping developers and other brand marketers ensure that they are fully optimizing their use of the social network’s ad products.
Facebook reminded application developers that the end of the holiday season does not mean their efforts to attract more users must end, as well, and the social network also offered tips on successful engagement strategies for mobile apps.
Some Facebook advertisers are now able to preview their mobile application install ads directly on their mobile devices, complete with active install buttons.
Facebook’s emphasis on mobile will not take a vacation for the holiday shopping season, as the social network offered some tips for marketers looking to incorporate mobile into their Facebook promotion mix in a post on the Facebook for Business page.
When Facebook Chief Financial Officer David Ebersman admitted during the company’s third-quarter earnings call that the social network saw some slippage in daily usage by teens, the doomsday predictions began. Chief Operating Officer Sheryl Sandberg sought to squash those predictions in an interview with Mike Isaac of AllThingsD.
Gannett-owned PointRoll will release a new Facebook mobile ad product, the rich media page post link ad, aimed at boosting reach, increasing application installations, and reaching blocks of potential customers via creative optimization of targeting.