News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Expert Commentary: What Facebook's proposed mobile ad network means for brands
There has been a lot of talk lately about a mobile ad network, powered by Facebook data that will put non-Facebook ads on consumers' mobile phones. What does such a network mean for advertisers?
One expert suggests this is not a surprising move. The grandfather of social networks - and still the largest global social network - has within its hands a wealth of rich consumer data. Data that includes likes, dislikes and even favorite brands; plus, Facebook is an increasingly mobile social network.
"Facebook recognizes that marketers are increasingly looking for opportunities to find and reach specific users through in-app mobile advertising. Mobile advertising has maintained a relatively high CPM, oftentimes performing better than traditional web display, making it arguably the most exciting advertising channel today," said Michael Della Penna, Senior Vice President of Emerging Channels, Responsys.
What does this potential move mean for mobile brands?
First it could increase the focus of many CMOs to apps and in-app advertising.
"As cookies are increasingly blocked and tech industry titans like Google, Facebook and Twitter gain access to new streams of data and help build out the in-app ad inventory, we're going to see a real explosion in the volume and quality of mobile advertising," said Della Penna. "The trick for marketers of course is to not put in-app advertising into a silo, but instead to orchestrate mobile ads with the marketing experiences that are being delivered across other channels. This is where Apple's IDFA and other unique advertising identifiers come into play because they provide marketers with the ability to identify actual individuals, which puts the directive on the marketer to serve up the most appropriate message for that person, at that moment."
Image via Shutterstock
- Top 3 social trends to watch in 2015
- Why clicks will regain importance in 2015
- Security concerns cause 23% of consumers to shop less online
- Mobile and online key resource for last-minute Christmas shoppers
- Third of consumers never pay full price online
- Online cash register bells will continue ringing on Christmas Day and Boxing Day
- Experts: App usage will change in 2015
- How data will influence 2015
Featured White Papers
- No Longer a Necessary Evil: How Modern CRM Empowers Sales
CRM has long been seen as a must-have sales tool. However, much of the value of traditional CRM accrues to...
- 7 Myths About Online Reviews
When it comes to building and maintaining trust in your brand, online reviews are an extremely valuable addition to your...
- Targeting (That's on target)
"Hopeful messaging is wasted messaging. Clear targeting means more than just Who. It also demands a knowledge of How, When,...
- Leveraging Facebook to Improve ROI on Brand Sites
Rather than deserting your brand site for a Facebook Fan Page, the best digital marketing strategies incorporate a Facebook presence...