Tag: facebook mobile marketing

Facebook intends to change its social media marketing metrics

| March 23, 2015

This move will have a direct impact on app developers all around the world.

Facebook is preparing its announcement of a new measurement tool for social media marketing firms that may help the network to be able to offer better competition for Google and to allow the company to taken on a greater share of the smartphone based ad marketplace.

The announcement is expected to be made at the Facebook annual F8 developers conference on March 25.

The new measuring service will give brands using Facebook social media marketing a better ability to know whether or not an app was actually downloaded as a result of having been exposed to an ad on the social network. This, according to a recent report that was made by The Information. This tool will not be limited to measuring the performance of ads purchased through Facebook. It will also help to better understand the performance of ads that have been served on other mobile apps, as well.

Should Facebook encourage enough use of this social media marketing environment, the outcome could be massive.

Strong partnerships of this nature could end up presenting some initial challengesSocial Media Marketing - Facebook Changes to rivals such as Twitter, iAd at Apple, and Google, which are direct competition within the mobile advertising space and that are highly unlikely to want to give up any of their market share to Facebook. Overall, if this plays out the way that The Information has suggested, it could mean that Facebook could become a much more important advertising resource for brands, particularly when it comes to desktop and mobile ads.

This would also help to provide further explanation for the launch of Facebook Audience Network, in 2014, when it gave mobile marketing firms the ability to broaden their Facebook campaigns to reach other mobile apps by way of its targeting data.

This also helps to show why Facebook is adding support to its Atlas ad server, which provides social media marketing advertisers with the ability to use consumer data from Facebook in order to target them over non-Facebook ads and websites. It also underscores the importance of the “Topic Data” data analysis tool that it recently launched.

Mobile devices are the exclusive access for half a billion Facebook users

| February 3, 2015

This is causing the smartphone based social media marketing revenue at the company to spike.

Facebook has been making a concerted effort to improve the experience that it provides to the users of mobile devices, and based on the ad revenues that it is generating through its social media marketing business, it looks as though those efforts are paying off.

Over half a billion Facebook users currently access their accounts exclusively over smartphones and tablets.

Facebook recently released that data as a component of its earnings presentation. By the close of last year, that social network recorded 1.19 billion active monthly users over mobile devices. This represented an increase of 26 percent over the figure that was recorded at the end of 2013. This tremendous rise in mobile traffic has meant that Facebook has also been able to bring in considerably greater earnings over mobile focused social media marketing ads.

The ad revenue generated from mobile devices makes up the majority of Facebook’s marketing income.

Mobile Devices - facebookThe company reported that the last quarter of 2014 brought in $3.59 billion in overall advertising revenue. Of that, 69 percent came from mobile ads, with the remainder being generated from the desktop and laptop side of things. This means that almost $2.5 billion was brought in through mobile ads, alone, in a period of three months. Year over year, that represented an improvement of 53 percent. It also proved to be the first quarter in which the mobile advertising revenue at Facebook broke the $2 billion level.

This type of healthy mobile marketing figures are critical to businesses such as Facebook, that have business models that are based on advertising. While internet users continue to use their browsing on laptops and desktops – and their banner ads – to smartphones and tablets – with their apps and mobile browsers that require different forms of advertising than the traditional types.

This has required Facebook – and other businesses hoping to generate meaningful revenue from ads displayed on mobile devices – to have to work very hard in order to create a strategy that will encourage users to actually click and take action on the links that are posted. The most recent effort that Facebook has made in this vein has been in opening up the social network’s user data up to brands that would be using the platform for placing ads.