Tag: facebook ads

Mobile ad spend is increasingly aimed at native social advertising

BIA/Kelsey research has shown that this one area is taking a considerable share of marketing budgets.

Marketers are increasing their mobile ad spend in very specific areas. New research shows that both sponsored content and native advertising are becoming an increasingly important focus.

This is particularly true since mobile ad blocking has become such a popular practice among consumers.

The BIA/Kelsey chief analyst and vice president of content, Michael Boland, said that “Native social advertising is the big headline of this forecast.” He added that the FAN and news feed add success from Facebook has provided a new perspective on advertising. As a result, “we’ve dialed up native social’s share of the mobile ad revenue pie.”

Trends in mobile ad spend have also shown that Snapchat and Instagram are moving in similar directions. These include changes to boost the attractiveness and impact of native social formats for marketers.

The report also underscores the falling mobile ad spend when it comes to banner advertising methods.

Mobile ad spend Advertising MarketEven before this report was published, it was clear that banner ads have already fallen out of favor on Facebook. The platform determined that they don’t have very much value when compared to native and video advertising methods.

Boland also explained that the growing use of ad blockers has only accelerated the mobile marketing industry’s trends. As a whole, mobile advertising is moving away from banners and toward material that is immune to blockers. This primarily includes content marketing.

Boland stated that the millennial generation is also being taken into account. For them mobile ad spend on native social ads is more important than any other adult generation. Therefore, marketers grabbed hold of this style and use it to take aim at this extremely important demographic.

This shift is clearly visible through Snapchat. That platform is exceptionally popular among the younger generations.  It recently made some marketer-friendly changes. Among those changes include the automated application programming interface (API) designed for its ad partners. With rapid growth in its user base and great engagement metrics, Snapchat uses native advertising over any other method. It is completely free of banner ads and while this may seem limiting, it has been vital for user trust.

Mobile ad placements reach into more space with the Facebook Audience Network

The social network is currently testing out advertisements placed on mobile web pages for a considerable expansion.

The largest social network in the world is using its Facebook Audience Network (FAN) in order to test new mobile ad placements on smartphone friendly web pages according to recent reports issued by AdExchanger.

The initial reports of this new mobile marketing effort has said that the placements are being made with almost 10 publishers.

Prior to this recent mobile ad placement strategy, FAN had been used for placing advertisements in smartphone apps. In the last quarter of 2015, there was a reported $1 billion run rate achieved by FAN. Therefore, by adding mobile web pages on top of the placements that are already being added to apps, there could be a considerable opportunity for Facebook and advertisers, alike.

Among the firms to test out the new mobile ad placements is the social publisher called Diply.

Moible Ad - FacebookThat publisher is testing out the mobile marketing strategy in a closed beta test. This was confirmed officially by Facebook by way of the AdExchanter report. This latest step in mobile advertised is believed to be the most recent move that Facebook is taking in order to provide advertisers and marketers with an alternative to using AdSense through Google.

By heading in this direction, it means that Facebook’s FAN will gain access to a full new range of publishers that are looking for new opportunities in mobile marketing. This could potentially present a threat to the market share held by smartphone ad network operators that have already established themselves such as Apple, Google, and Millennial Media (owned by AOL).

FAN was first launched two years ago when Facebook acquired LiveRail. Last year, it was upgraded in order to be able to include native video, greatly changing the nature and scope of this advertising path.

As FAN starts to make its first mobile ad steps into the smartphone optimized web, it has also been speculated that Facebook could start to shake up the current situation in desktop media, as AdSense is currently very established there as the leader but where alternatives have been attempting to chip away at that vast advertising share.