Speculation is Rife over Facebook Advertising Network
Operating Third party advertising could allow Facebook to test the waters
Advertising Throughout Digital Media
Monday 2nd April by Stephanie Clark
Facebook Advertising Network
There has been some speculation about when Facebook might introduce an advertising network to run on sites apart from its own, using its wealth of data on what its 845 million users like and share. But although the company has been silent on whether it plans to do this, it has also quietly moved into display ads in the wider world of the Internet– via a collection of ads for Facebook itself. And just one of its ad network partners, ironically, has also been one of its most significant competitors: Google.
Third Party Networks
In a more general sense, operating display ads via a third-party network could be an useful way for Facebook to test the waters for a deeper display approach, making even more use of the social data it has been gathering from websites with its like buttons and other engagement levers. It could also be a good half-way move to calm reservations from those who, as John Battelle notes, fret about the “creepiness factor” of Facebook shifting into a more comprehensive social display advertising business.
In a survey of 700 marketers from all over the world, Wildfire App discovered that almost all marketers find benefits from social media and that 75 % of marketers plan to increase their media spending in 2012. The top two benefits highlighted by these marketers are raised brand awareness and the capability to engage in dialogue directly with their consumers. This compares similarly to the 2011 Social Media Marketing Industry Report where we found 88 % of marketers also showed enhanced exposure to be the number-one benefit of social media marketing.
Although businesses are increasing their investment in social media, they are more hesitant to put large advertising budgets toward it. Awareness found that 75 % of businesses spend $ 10,000 or less, with most companies solely investing people’s time toward the effort.
Awareness discovered that marketers from businesses of all sizes, experience levels and positions shared the same attempt in accurately measuring the ROI for social media advertising. As a result, nearly half of the surveyed marketers are not purposefully measuring their social efforts.
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