The Facebook feature that has been long anticipated by marketers and long dreaded by users is one large step closer to becoming a reality, as the social network announced Tuesday that it will officially begin testing video ads this week, with “a small number of people” who will see a spot for upcoming feature film Divergent when they access their News Feeds on desktop or mobile.
Preferred Marketing Developers
Facebook appears to have embraced the strategy of keeping its friends close and its enemies closer when it comes to television, rolling out several features in recent months aimed at helping TV networks and shows increase engagement on the social network, while at the same time mapping out a battle plan for its Preferred Marketing Developers to cut into TV’s ad dollars with its upcoming video ads. And YouTube had better watch its back, as well.
Whether its motives are related to advertising, Graph Search, the overall user experience, or a combination of those examples, Facebook continues to come up with ways to prod users to add more information to their Timelines.
Social sharing via Twitter and Pinterest gained 6 percent and 4 percent shares of the sector, respectively, in the third quarter of 2013 versus the second quarter, while Facebook saw its share drop 9 percent during the same period, according to a study by Facebook Preferred Marketing Developer and consumer-management-suite provider Gigya.
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.
How does advertising on Facebook impact the paid search marketing performances of brands? Significantly and positively, according to an analysis of a 2,500-plus-store retailer by Kenshoo, a Facebook Preferred Marketing Developer.
Facebook revamped the hub for its Preferred Marketing Developers, the PMD Center, and the addition of the ability to search for PMDs from the homepage was the biggest change, according to sister blog Inside Facebook.
A Facebook Preferred Marketing Developer changed hands late last week, as Majestic Media, which is based in Toronto, announced that it was acquired by Toronto-based private-equity firm Lynx Equity. Terms were not disclosed.
3Q EARNINGS CALL: How Is Facebook Responding To The Mobile Transition From An Advertising Standpoint?
Facebook said in its third-quarter earnings report Wednesday that its total advertising revenue for the period was $1.8 billion, up 66 percent when compared with the year-earlier quarter, and mobile accounted for 49 percent of that revenue. During the company’s earnings call Wednesday, Chief Operating Officer Sheryl Sandberg and Chief Financial Officer David Ebersman offered more specific details.