Facebook's advertising business enjoyed a boost and good performance recently.
Facebook tails its advertising business for reflecting that people are using more digital content and news pieces in browsers of mobile websites. On Tuesday, mobile ad network, Audience Network, which allows marketers to purchase advertisements in applications outside the social platform while still using ad tools of the company, is extending to mobile websites apart from mobile applications.
In past few months, the company has tested the network’s extension to the mobile internet with some publishers. An official of Facebook, Brian Boland, said the extended network is currently open to every publisher for the first time and should help publishers serve more attractive, customized native advertisements to people visiting their mobile platforms.
Facebook‘s Audience Network battles with Twitter MoPub and Google AdMob, along with other networks. Brian told the ad platform of the network giant is focusing on the delivery of measurable business results for advertisers, such as app installs. ComScore revealed that the measure taken by the organization was mainly prompted by the demand by publishers who noted that consumption of media in browsers of mobile webs increased from 2013 to 2015 by 53%.
Around 90% of the traffic of news sites comes through mobile internet. A principal analyst at eMarketer, Aho Williamson, noted that a challenge, Facebook will face in ensuring that publishers come to the extended platform, is that a large number of publishers are already having relations with other platforms.
Audience Network was introduced in Oct 2014. In the final quarter past year, the company succeeded in reaching 1 billion dollar annual run rate for the spending on advertising through the platform.
Audience Network is not offered on desktop and native advertisements contributes to four-fifth of the impression on the social platform. The extension will provide publications tools to rapidly develop native versions of standard formats.
Audience Network consists of 2.5 million advertisers, which provide publications and Facebook a percentage of revenue. CEO Mark Zuckerberg said, “Once we have those ecosystems built out we’ll build businesses around them. Only after you have that ramped up to a good scale can you really dial up advertisers, because all those public figures and businesses are members of the platform and scale.”
Facebook does not forecast revenues but stated it is expecting its total costs would jump between 45% and 55% in this year, faster than the growth in its revenue by 39% that analysts at Wall Street are expecting.
No comments:
Post a Comment