How Facebook’s last year shows dominance in mobile advertising — and what’s next | Mashable

September 27, 2016September 26, 2016 ~ knjohn ~ Leave a comment

There’s plenty of shiny toys to look at when it comes to Facebook — Oculus Rift, WhatsApp, Messenger and ambitious plans to bring the internet to every corner of the globe.

At its core, however, is good old advertising. Well, maybe not old.

“We’re going to pursue any avenue we can to help business owners, all within the bounds of privacy control,” said Andrew Bosworth, Facebook’s vice president of ads and business platform. “Consumers need to feel comfortable if we ever creep anybody out we’ve done a poor job.”

Ahead of Advertising Week 2016 in New York, Mashable spoke with Bosworth to learn how Facebook has grown in digital and mobile advertising and what the team is creating next.

Google launches Customer Match, Similar Audiences and Universal App Campaigns | Business Insider

September 28, 2015 ~ knjohn ~ Leave a comment

On Sunday evening, Google announced two new ad products it hopes will help it gain more share of the mobile advertising market.

The new products are quite similar to a service and a format already available from Facebook. And they’re two of the advertising products marketers love most about the social network.

First up, Google has announced a new product called “Customer Match.” It works in a similar way to Facebook’s popular “Custom Audiences” product, which the social network rolled out to all advertisers back in 2013.

Mobile Ads Skyrocketed 76% in 2014, Making Digital Advertising a $50 Billion Business | Adweek

April 23, 2015 ~ knjohn ~ Leave a comment

The digital advertising space grew 16 percent last year compared to 2013 and totaled $49.5 billion in sales, according to an Interactive Advertising Bureau report released today.

A key driver in that growth was the burgeoning mobile space, which the IAB found to have skyrocketed by 76 percent—from $7.1 billion in 2013 to $12.5 billion last year.

“High double-digit growth in mobile advertising is a reflection of the continued shift in consumer behavior away from desktop and towards mobile devices,” stated David Silverman, a partner at PricewaterhouseCoopers U.S., which prepared the data for the IAB

The Truth About Mobile Advertising? It’s a House of Cards | Adweek

July 29, 2014July 28, 2014 ~ knjohn ~ Leave a comment

Like last year and the year before that, 2014 has been dubbed the “Year of Mobile” when ad dollars would start to catch up to smartphone usage. With major players like Facebook, Twitter and Google all pivoting to a mobile-first strategy, pundits claim this accelerated monetization as imminent. Unfortunately, there are fundamental hurdles inherent to the mobile ad ecosystem that must be cleared for this to become a reality.

Without a doubt, mobile marketing has fantastic potential, but we’re not there just yet. Outside of Facebook and Twitter, the majority of ad inventory available to marketers is the mobile banner, which has nearly the worst signal-to-noise ratio of any ad medium ever invented—second only to incentivized clicks. That means that the success of campaigns has almost no correlation to click performance data. Mobile game companies have consequently swallowed this market, buying ads based on inferred lifetime valuations LTV of customers.