So video ads showing up unbidden in a billion news feeds is likely to generate some whining from the masses.
But Facebook has a clever plan that it believes will ensure these ads are all worth watching — and if it works, you may even like them.
Each video will be screened before it airs by a panel of about 500 viewers, who make up a representative sample of Americans. They will give the 15-second videos a score to reflect how much they like them. Only videos that score highly will get onto Facebook’s video ad platform.
Facebook is particularly interested in running ads that are “funny” or “meaningful” in some way, according to Peter Daboll, CEO of Ace Metrix, the company that will handle the pre-screening.
The first couple of ads are likely to come from movie studios, Daboll says, but he is not allowed to say which ones. (Marvel’s Captain America 2 launches on April 4 — we don’t know if that’s one of the movies but it seems like the kind of content that would go down well on Facebook.)
Ace Metrix has been screening regular TV commercials for years, and giving them scores so that advertisers can figure out whether audiences like them or not (which is a separate, often unrelated, issue to whether they drive sales). Between 5,800 and 6,200 ads run national TV each week, of which up to 650 are new. Ace Metrix tests all the new ads — ! so it’s already big enough to handle the extra work of prescreening Facebook video ads.
Although Facebook has highly defined targeting options, the initial video ads will target people broadly, Daboll says, because the price of them — $1.5 million to $2.5 million a day — is so high. So not offending people if they’re outside the core demographic will be a real issue.
Facebook and Twitter are two of the biggest social networks, but Facebook is so huge that it’ll be nearly impossible for Twitter to ever catch up.
Just take a look at the monthly active users growth of each social network in this chart from Statista.
Many marketing professionals profess a deep knowledge of marketing on Facebook. But the social network has its own, very selective group of marketers who it vets and designates as Strategic Preferred Marketing Developers (SPMDs).
These companies are “best in class,” and understand the nuts and bolts of how Facebook’s advertising products work together, and alongside digital marketing as a whole. Facebook often consults them on product plans. They have as close as it gets to an inside view on Facebook marketing.
Google’s U.S. desktop audience shrunk slightly in August, allowing Yahoo to stretch its lead as the largest desktop site, with more than 196 million monthly active users.
Although Yahoo’s desktop audience has remained flat since July, other top Web properties such as Google, Microsoft, Facebook, and AOL have all seen a decline on desktop.
Facebook’s has seen one of the largest declines — 10% fewer monthly active users in August 2013 compared to one year ago.
(Of course desktop audience leaves out the large gains on mobile many of these properties have made.)
So what’s driving Yahoo’s audience growth?
We don’t credit Yahoo’s resurgence to any single event or acquisition, but rather its overall strategy. but rather its overall strategy. Marissa Mayer is an accomplished product manager. She helped build some of Google’s most-used products, such as Search and Maps. And now, at the helm of Yahoo she has helped redesign Yahoo’s Weather, News, and My Yahoo.
“When you look at the products that Yahoo has redesigned recently, you see a trend: they all involve the daily habits of users,” Lisa Giacosa, senior vice president and global director at Starcom MediaVest Group, told us over the phone. “I think Marissa is really smart and she understands people and how Web products touch on certain emotions.”
In an interview with Charlie Rose earl! ier this week, Mayer said Yahoo’s new strategy is to focus on mobile, personalization, and partnerships. That strategy appears to be hitting a chord with users.
Earlier this month, Mayer said Yahoo now has 800 million users worldwide (not including Tumblr traffic), a 20% increase since she was hired as CEO 15 months prior. For comparison, Facebook had 1.15 billion users worldwide as of July.
drag2share: The Mobile Payments Rush Is On, And The Winners Will Shape The Future Of Transactions And Commerce
PayPal is close to a deal to acquire Braintree, a company that specializes in powering mobile transactions. Meanwhile, Facebook announced that it’s pairing up with payment companies to roll out “Autofill,” which makes it easier for its users to buy things straight from their phones.
Mobile devices are edging closer to fulfilling their long-delayed promise as digital wallets, and tech and financial services players do not want to be left out.
Consumers and merchants are beginning to see the advantage of channeling offline payments through mobile devices, rather than transacting in coins and cash, credit cards — or clunky register systems.
In a new report from BI Intelligence, we explain the main reasons why mobile payments are poised for takeoff, provide proprietary estimates for the growth and size of the mobile payments market in the years to come, and analyze the specific trends that will help shape the growth in mobile payments, including user concerns around security. We track the demographic and geographic nature of ! the cons umers who will drive the growth, merchant-side adoption, and the mobile payments solutions that will lead the charge.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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