Facebook the new updates is geared towards enhancing its advertising platform in a mobile world.
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eMarketer, an independent market research company, suggests that spending on digital video ads is increasing fast and is estimated to grow 13 percent by 2019 and reach about $15 billion. When Millennials were the target audience, incremental reach was said to have increased to 37%.
Facebook’s new ad tools will also provide advertisers with an additional avenue to consider aside from Google’s YouTube, Eileen Ooi, general manager, Maxus Malaysia, said.
Making the most of its strengths on mobile is Facebook’s objective when it comes to ads. On Tuesday, at the Advertising Week in New York, Facebook COO Sheryl Sandberg stated that many Chinese companies are trying to connect to global consumers.
Mobile is also increasingly where Facebook users are watching video, as now 75 percent of the 4 billion views Facebook generates every day are happening on mobile, according to Everson. “Does Facebook want video ad dollars?”
“If you look at most big campaigns, what you’ll see is that [brands] do Facebook, Instagram, TV-a lot of them still do outdoor and print”, she said. Complementing TV ads with video ads on the social media platform may extend the reach of the ads and increase effectiveness and effectiveness of the ads. The world’s largest social network has gone up by half a million since February.
These impressive statistics only serve to prove the reality of TV’s declining popularity. But, as brands invest more in video on the social platform, Sandberg acknowledged that marketers are concerned about what they’re paying for and how it’s measured.
As such, Facebook has shared new updates on their platform that will help advertisers capitalize on mobile and give people a better ad experience, according to the news release.
TVs massive audience, long its main argument for wooing advertisers, has been shrinking, and showed disappointing results across the board last weekas the new fall season began, Doug Mitchelson, a media analyst at UBS AG, wrote in a note to clients Friday.
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In a Facebook-commissioned study conducted by Nielsen across 42 USA campaigns, advertisers saw a 19% increase in targeted reach when TV and Facebook tools were combined versus TV alone. If you wished to advertise a specific product or service to a particular subset of users, there is only so much one can do to an ad on TV to ensure this.
