Social Marketers Weigh in on the New Audience Network
Published: May 8, 2014
Author: Molly Shotwell
The launch of the Audience Network is the big news story this month, so the burning question we have for our 3Q Digital social marketers is:
Keeping in mind the announcement of the Audience Network, how do you see the Facebook Advertising ecosystem changing over the next 6 months?
Dayna Moon, Sr. Director of Social
Facebook’s expansion and recent acquisitions are clearly building a foundation for the next generation of mobile brands and marketers. Shaping into what some of have called the “Next Google,” Facebook is clearly placing bets in the mobile space. Expect the continuation of the shift to a more audience-focused programmatic buying platform. The challenge still lies in monetization and integration and providing a comprehensive platform that brands can successfully utilize and provide insight into the varying attribution models.
Alicia Antoniolli, Social Account Manager
The biggest change in Facebook’s advertising ecosystem will be the growth of their mobile products and targeting capabilities. In the first quarter of 2014, Facebook saw ad revenues grow 82% year-over-year, and mobile accounted for 59% of their ad revenue. As mobile usage and advertising continues to grow, we will see changes with this growth in mind. Facebook has intelligently capitalized on their mobile service to build a thriving business by leveraging their precise targeting capabilities. The introduction of the Audience Network signifies an extension of their mobile service, allowing scalability we haven’t seen yet. Facebook’s unparalleled targeting will now be reachable off-site. In Facebook’s Q3 and Q4 earnings reports for this year, we will definitely see mobile taking center stage.
Natalie Pejooh, Sr. Production Manager
More and more people rely on their Facebook fix through their mobile device, and Facebook’s heavier focus on mobile is a step in the right direction. I think this surge in mobile opportunities is proof of Facebook’s knack for innovation. There has always been emphasis on how to cater to advertising needs through desktop, so it’s nice to see what can be done with Mobile and whether this will continue to strengthen Facebook advertising.
Sosse Makasdjian, Account Associate
I’m a bit skeptical about Facebook’s ability to effectively advertise to users outside of Facebook’s website (or mobile app). There’s definitely potential, but we won’t be able to know how the network will work until we have data to back it up. Knowing Facebook’s track record, there’s potential for a lot of bugs and other issues that marketers need to be aware of. There are still issues with Power Editor that haven’t been addressed in the last 12 months. That being said, I’m reservedly optimistic about the Audience Network; it has the potential to be a powerful tool for advertisers.