Facebook’s Ad Czar Envisions A Future Where Nearly All Facebook Ads Are Social

The ins and outs of the advertising business aren’t usually that fascinating, unless of course they involve a company that is attempting, out of necessity, to revamp the entire model.

When you think about how far advertising has come since its Mad Men days, it’s a little shocking that Facebook ads will be responsible for a majority of the company’s estimated $4 billion in revenue this year, being predicated on the notion that a user is more likely to spend money on something that a friend has recommended or is otherwise engaged with than anything else.

We had the opportunity at TechCrunch Disrupt to sit down with Facebook Ads Product Director (and Godfather of Google Adsense) Gokul Rajaram and talk about the difference between Facebook’s two and a half-year old “Social Ads,” which are basically promoted messages in a brand’s voice saying something along the lines of “Three of your friends liked Pepsi,” and the six month old “Sponsored Stories,” which are organic branded updates from users that receive featured placement in the Sponsored Stories bin on the right side of your Facebook page, among other things.

So where does Rejaram see the future of Facebook advertising heading? “Our hope is that almost every ad on Facebook at some point a few years down the road will be a Social Ad or a Sponsored Story,” he says. Which makes sense, considering the two formats are already existent on a majority of the pages viewed on Facebook.

[From : http://techcrunch.com/2011/09/15/facebooks-ad-czar-envisions-a-future-where-nearly-all-facebook-ads-are-social/ ]


The History of Advertising on Facebook [INFOGRAPHIC]

Facebook’s New Advertising Strategy Is Brilliant and Unexpected

Facebook and Google get compared a lot these days, but with its new advertising strategy, Facebook is adapting Google’s ad strategy to its social media.

Improving advertising on the popular social network is not a new or particularly innovative idea. Still the transition from advertising as a message-delivering medium to a platform for social sharing is a radical departure for Facebook. It could be the Facebook advertising solution that turns advertising partners (brands) into better social media communicators and gets Facebook members to start recommending and sharing advertisers as much as they do they latest cat video.

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New Facebook Page Post Ads are now available

New Page Post Ads are now available

Now with Page Post Ads, you can turn any Page post into a Facebook Ad, with all the flexibility and rich targeting of standard Facebook Ads. Page Post Ads also have a bold new design that is larger than other formats, with features that are more social and more engaging than standard ads.
And, as announced during Advertising Week, Premium Page Post Ads put your Page’s voice on the Home Page, in front of your ideal audience. For your fans, and friends of your fans, your ad will expand to show what people are saying about your brand alongside your brand’s message, all in one.
Page Post Ads can…
  • Reach anyone, even if they aren’t fans of your Page
  • Use Facebook’s full suite of ad targeting options
  • Capture attention with larger, more engaging formats
  • Be personalized with social context about friends that are fans
  • Expand to include enhanced social stories and more points of engagement for fans and friends of fans (Premium only)
Page Post Ads are…
  • Flexible. Engage people with six different kinds of Page Post Ads: status updates, videos, photos, questions, links, and events.
  • Engaging. Page Post Ads create a seamless experience between interactions on your Page, in your ad, and in the News Feeds of fans and their friends. When people interact with the ad or Page, their likes and comments are captured on the Page, and generate News Feed stories to further engage their friends.
  • Social. Page Post Ads tell viewers when their friends are already fans of the Page, making them personally relevant. With Premium formats, the ad unit will expand with enhanced social context.

Facebook Launches New Metric: “People Talking About”

Facebook has overhauled its Pages Insights analytics tool and added a new metric to gauge the health of a page: “People Talking About.”

That statistic, which users will see on Pages below the total number of “Likes,” will be one of four tracked by Pages Insights. The idea is that users will understand a Page with a high People Talking About rating is one that has compelling content. Likewise, content creators will be motivated to make their Pages more comment-worthy.

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Facebook Has Just Added In-Stream Ads

Ticker Sponsored Done 2 Facebook Has Just Added In Stream Ads

Ads on Facebook have pretty much always had their place ; we know they’re going to pop up on the right hand side, clearly labelled under sponsored content. And up until the introduction of Sponsored Stories, we knew exactly what these ads looked like. They looked like – ads – promoting a service or company and following a standard format. Sponsored Stories changed that once when the content advertised became ‘natural’ stories on Facebook.

Now Facebook have gone one further than that and introduced something that has far-reaching consequences for the role of advertising on the site : ads in the newstream.

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Facebook And eBay Team Up To Breathe New Life Into Social Commerce


“We’re at an inflection point”, eBay CEO John Donahoe said from the stage at Innovate, eBay’s brand new developer conference that launched today in San Francisco. “We’ll see more change in how consumers shop and pay in the next three years than we’ve seen in the last 15 years”.

Donahoe’s prediction for the future came as context for giving a more complete introduction today to X.commerce, the platform formed by eBay and its nest eggs PayPal, Magento and GSI — designed to create a robust, full-service and “open” eCommerce solution. The eCommerce solution “to rule them all”, one might say.

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State of the Industry (Part-5) : BIA/Kelsey: Social Media Advertising Topped $2 Billion In 2010

Further evidence that advertising on social networks (a.k.a. Facebook) is a booming business. BIA/Kelsey reports today that social media advertising revenues will grow from $2.1 billion in 2010 to $8.3 billion in 2015. BIA/Kelsey defines social media advertising as money spent on advertising formats across social networks.

The research company says that the currently, the predominant ad format on social networks is display, spending on which the firm expects will increase from $2.1 billion in 2010 to $7.7 billion in 2015. While revenues from non-display ad formats (i.e. Twitter’s “promoted products”) are currently minimal, BIA/Kelsey expects that in the coming years non-display formats will continue to grow as an ad genre on social networks, and expects the social non-display segment to grow from zero in 2010 to $600 million in 2015.

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State of the Industry (Part-4) : Online Local Advertising Estimated To Grow 26 Percent in 2010 To $20 Billion

Local advertising is the great untapped market for the Web, and unlocking it is what is driving much of mobile and geo-targeted advertising these days. Think Google Places, Yelp, Craigslist, Foursquare, Patch, Citygrid, Gowalla, Yodle, Yext, and so on. How big is the local advertising pie and how much can Internet companies capture?

According to a brand spanking new forecast from market research firm BIA/Kelsey, online local advertising in the U.S. will reach nearly $20 billion this year, which is up a very healthy 26 percent from last year. (That includes the online efforts of offline advertisers. If you look at online-only players, their local ad revenues are estimated to grow 30 percent this year). Total online advertising is only expected to grow 2 percent to $133 billion. Online will make up 15 percent of the total local advertising pie, up from 12 percent last year.

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State of the Industry (Part-3) : IAB: Internet Ad Revenues In The U.S. Hit Record $6.4 Billion In Q3 2010

Online advertising revenues in the U.S. hit $6.4 billion in Q3 2010, representing a 17 percent increase over the same period in 2009, according to estimates presented moments ago by the Interactive Advertising Bureau in tandem with PricewaterhouseCoopers.

This marks the highest quarterly result ever for the industry.

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State of the Industry (Part-2) : U.S. Online Advertising Rises 11.3 Percent In First Half Of 2010

Online advertising is showing healthy gains this year. During the first half of 2010, online advertising revenues were up 11.3 percent to $12.3 billion, according to a new report from the Interactive Advertising Bureau and PriceWaterhouseCoopers (embedded below). At this rate, the report estimates that online ad revenues for the full year should surpass the 2008 peak of $23.4 billion.

On a quarterly basis, online ad revenues for the second quarter $6.2 billion. That was 13.9 percent higher than last year, and 4.1 percent better than the first quarter of 2010, but still not quite as high as the peak in the fourth quarter of 2008.

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State of the Industry (Part-1) : U.S. Online Ad Revenues Hit Nearly $6 Billion In The First Quarter of 2010

Internet advertising revenues in the U.S. hit $5.9 billion for Q1 2010, representing a 7.5 percent increase over the same period in 2009, according to numbers released moments ago by the Interactive Advertising Bureau in tandem with PricewaterhouseCoopers. This marks the highest first-quarter revenue level ever for the industry.

Nevertheless, revenues came in much lower than the fourth quarter of 2009, when online advertising revenues in the U.S. climbed to $6.3 billion. That said, fourth-quarter results are always higher because of increased spending in the holiday period.

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Influence: Google Studies How Consumers Shop For Laptops, Netbooks, E-Readers And Tablets

As the holiday shopping season gets into full swing, Google has released a study examining how consumers shop for laptops, netbooks, e-readers and tablets. The search giant interviewed around 4,000 respondents and used analysis of clickstream data from Compete’s 2 million US internet users. We’ve embedded the study below but here are some of the findings that we found most interesting from the report.

In terms of interest, new devices like tablets and e-readers are getting attention in terms of searches on the web. In terms of unique visitors to each category, tablets saw 1328% growth and eReaders saw 114 percent growth. Netbook’s visitors dropped by 50 percent and laptops dropped by 9 percent.

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Twitter Solicits Interest For The “Most Engaging Innovative Ads On The Web”

As noted earlier by The Next Web and ReadWriteWebTwitter has just launched an updatedguide for businesses for organizations interested in exploring how to make the most of the micro-sharing service.

The expanded business guide includes a section that helps companies start advertising on Twitter, inviting advertisers on a “journey with the most engaging innovative ads on the web”.

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Charlie Sheen Tweets Generated Over 1M Uniques For Internships.com

The dust has finally settled on the Sheen media hurricane from the past couple of weeks and bloggers have pretty much moved on in expectation of the next easy content fustercluck.Internships.com however, who paid at least 100K for the Ad.ly campaign (in the guise of a social media intern job post), is reaping the benefits of the two Sheen tweets, and have revealed their related traffic totals to TechCrunch in the wake of the blitz.

According to its internal Omniture data, Internships.com saw 1,035,021 unique visitors (almost two uniques per link click) as a result of the tweets and the subsequent shares and media attention (Representative Todd Leeloy tells me they subtracted out normal and affiliate traffic to get these numbers).

Between the campaign’s run of 1:03pm PST on Monday March 7th and midnight on Friday March 11th, the original bit.ly link received over 475,375 clicks and over 82,148 people applied for the internship, which Internships.com CEO Robin Richards tells me will be boiled down to 50 highly qualified candidates (eliminating all the reporters who applied as an experiment for example).

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Twitter’s In-Stream Targeted Tweet Ads Begin Today (Nov 1st, 2010) In HootSuite

Twitter is feeling the need. The need to monetize. As such, today the service is going to begin testing in-stream ads through popular third-party client HootSuite, AdAge first reported and Twitter has since confirmed.

So what does this mean? Unlike Twitter’s previous experiments with advertising (through their Promoted Suite products), these new ads will be the first that appear in-stream regardless of what a user is doing. Previously, with Promoted Tweets, for example, they showed up pinned to the top of the stream only when a user did a search. This new way of advertising will have tweets from the likes of Virgin, Starbucks, Red Bull and others in a user’s regular stream of tweets.

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Costolo: Advertising Is Key, Promoted Tweets In Stream Coming Everywhere, Including Third-Parties

Today at Twitter’s headquarters in San Francisco, CEO Dick Costolo sat down with some members of the media to talk a bit about the state of the company. He rattled of plenty of stats, and also gave the all-important update on the state of the business.

Of note, Costolo confirmed that Twitter is in the process of rolling out Promoted Tweets in the stream to everyone — whether you’re following a particular advertiser or not. And that doesn’t just mean on Twitter.com (where this roll-out is starting), these Promoted Tweets will be going everywhere Tweets flow, Costolo said. Yes, that means not only Twitter’s own mobile apps, but third-party services as well.

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Ad Targeting Gets Social


Get whiter teeth! Special discount for alumni!

Hasn’t social-media-audience targeting gotten better than that? How helpful are social relationships when it comes to targeting? Will ads be the answer for Twitter, Facebook, Foursquare and other social networks, or will broader forms of marketing, e-commerce or virtual currency ultimately be the model? The answers: yes, somewhat and likely.

If these questions sound familiar, they should. Ten years ago, we were asking the same questions about the relatively non-participatory Web 1.0.

Many social-network-targeting methods are deceptively simple — and simplistic. Is there a point in targeting all the friends of someone who “likes” a brand on Facebook, particularly if that person has thousands of friends in nonintersecting circles (family, colleagues, personal friends, the kids’ piano teacher)? Not likely. No wonder a rumor surfaced at SXSW that soon to bow was Google Circles, a social network that shares content with those contacts who actually matter, not with everyone in the proverbial phone book.

We may see it yet.

Meanwhile, Facebook is the ground zero of social-network targeting. With more than 600 million users, it’s not hard to understand why. Blinq Media is one of the dominant players in targeting Facebook audiences on Facebook, in no small part because the platform is integrated with Facebook’s own API. Companies such as Turner and agency clients including Group M, Omnicom,OMD and Havas use the platform for what CEO Dave Williams calls socially endorsed ads. In other words, you can see which of your friends likes a specific brand or product. Blinq also can run campaigns to build fans, RSVPs or install applications.

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Facebook Taps PlaySpan’s UltimatePay To Offer 20 More Ways To Pay For Credits

PlaySpan has been on a tear recently, striking partnerships with a number of gaming and media companies, including Ubisoft, Sanrio and others. And today, the company is getting another vote of confidence—from Facebook. The social network will now offer PlaySpan’s UltimatePay payments product as a payments option for users who buy Facebook Credits, the network’s virtual currency that is used in more than 200 games and applications from over 75 developers. In conjunction with the announcement, Facebook is opening up credits to more developers today.

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Online Retailers to Offer Facebook Credits as Shopping Incentives

You can already buy Facebook Credits (the social network’s virtual currency) as gift cards at brick-and-mortar stores. Soon, you will also be able to accrue Facebook Credits by shopping online, as it’s now possible for online retailers to offer the credits as shopping incentives.

Ifeelgoods, an e-commerce promotions provider for online retailers, has integrated Facebook Credits into the online shopping experience, meaning that its clients can use the credits to incentivize customer purchases and other shopping-related behaviors.

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For Eventbrite, Each Facebook Share Is Worth $2.52

How much is a shared link on Facebook worth? For online ticketing service Eventbrite, each time someone shares a link to an event with their Facebook friends it results in $2.52 worth of ticket sales. In contrast, a Twitter share is only worth $0.43, and a LinkedIn share is worth $0.90. Sharing an event through Eventbrite’s email sharing tool is worth $2.34, almost as much as Facebook. On average, across all social channels, each share is worth an average of $1.78 for Eventbrite.

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With Fresh Funding And A Hollywood PR Firm, Will Ad.ly Define Twitter Advertising?

’m still not sure if the Twitter stream is the right place to be for advertising, but with the way the company set out to make it easy for developers to build upon their platform with open APIs, it’s no wonder so many ad networks have sprung up since it got started. Its massive growth and the fact that the San Francisco startup is a media and celebrity darling probably helped in that regard, too.

One of the companies that is dabbling with advertising on Twitter – even if Biz & co seem to be reluctant to do some serious testing of their own – is Ad.ly, an LA-based startup that launched about a month ago.

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Prediction: Facebook Will Surpass Google In Advertising Revenues

Not too long ago—the common perception was that Facebook advertising did not work. Why would a user notice an advertisement with a small image discretely tucked away in the right-hand column? In fact, most users were building up their “banner blindness,” and ignoring the right-hand column altogether.

However, much regarding Facebook ads has changed since then. Changes in profile design encouraged users to provide more complete information and advertisers became educated in the value of hyper-targeting. Facebook’s ad serving algorithm improved dramatically and the launch of the Ads API allowed for an additional layer of intelligence to be built on top of that. Gradually, right-hand column marketplace ads became more effective for all types of advertisers—while Facebook concurrently grew its sales team to push out premium ads to brands and agencies. With all this progress, eMarketer estimated Facebook’s ad revenues at almost $2 Billion in 2010 and over $4 Billion in 2011.

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With A $9 Million B Round, Taykey Targets Social Interests With Ads In Realtime

Social advertising is the next hot thing, and startups are starting to come out of the woodworks with different approaches. One to watch is Taykey, a startup we first wrote about a year ago, but which is launching today with a fresh $9 million B round from Crescent Point, Sequoia, and Softbank Capital. It previously raised $2 million in June, 2010 from Sequoia Israel.

Taykey tries to determine what topics are trending among different audience groups and then targets them with Facebook ads, promoted trends on Twitter, or search ads. “We think advertising is broken,” says CEO Amit Avner, because it is “based on demographics.”

The company tries to figure out what people are interested in based on signals from socialmedia and then respond with ads in realtime. Instead of targeting five million 18 year-olds, Taykey tries to reach people who are into hiphop. “Basically we are doing audience discovery based on trends,” says Avner. “We figure out what is trending for who.”

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Facebook Ad Sales Chief: There Are 50 Million Likes Per Day For Pages

Today, TechCrunch editor Erick Schonfeld sat down with Moat’s Mike Walrath, Facebook’s ad chief Carolyn Everson, Medialets’ Eric Litman and RadiumOne’s Gurbaksh Chahal to address the disruptions in display advertising on social and mobile platforms. On the panel, Everson revealed some interesting information about where advertising on Facebook is heading, particularly with brands.

Everson, who joined Facebook from Microsoft in February, says that advertising can be brought to life digitally through peer to peer recommendations and friend to friend experiences on Facebook. The social network is trying to work with top brands to help capitalize on this experiences. As she tells the audience, the “holy grail for branding are recommendations.”

Likes of course are a huge opportunity for Facebook when it comes to advertising. Everson says that there are currently 50 million likes per day for pages on Facebook, which is out of a billion or more likes per day across the web.

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The Future of Advertising Will Be Integrated

ford in image ad

Banner Ads. They first started in 1994 and are therefore almost as old as the Web itself. They were very effective back then, with the original ad garnering a 78% click-through rate (CTR)!  I guess from there we had nowhere to go but down.

Nowadays banner ads get on average 0.2% CTR meaning for every 1,000 ads that are served up only 2 people click on them. And as Jon Steinberg of Buzzfeed points out, the CTRs for social media banner ads are just 0.08%.

Holy Shiitake!

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Measuring The Value Of Social Media Advertising

Nielsen and Facebook recently joined forces to develop ad effectiveness solutions to determine consumer attitudes, brand perception and purchase intent from social media advertising.

Perhaps unsurprisingly, immediately after the two companies announced their strategic love affair, Nielsen started publishing glowing reports about Facebook and how much time people are spending on social networks in general.

Today, the companies are releasing the first insights from their alliance on the effectiveness of brand advertising on social networks, and lo and behold: the take-away conclusion is that apparently,Facebook ads work well in terms of campaign effectiveness.

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Levchin and Gurley Say That Next Big Company Will Capture The Interest Graph


Yesterday, at the Goldman Sachs Technology and Internet Conference in San Francisco, Googler and PayPal founder Max Levchin and Benchmark GPBill Gurley discussed “game-changing technology” and the future of the Web. Emblematic of today’s mindset, they attacked this rather large topic by comparing the strengths and objectives of Google and Facebook, using the latter’s jaw-dropping stats (500+ million users, 1 in every 13 people on Earth logs into Facebook each day) and its promotion of the social graph as a measure of what’s to come.

Levchin said that Facebook is fast becoming the new social white pages, i.e. when you don’t know where someone is on the Web, you go to Facebook to find and connect with them. But, in addition to that, he says, the social networking giant is really “the rich white pages,” where you not only locate someone but have the added benefit of finding out what they like, what they read, what their favorite movies are, and so on.

Facebook looks to capitalize on this by “renting” their graph to websites through Facebook Connect, which, he says, “is exceptionally powerful” and in turn may lead to their successfully “replacing core messaging services.” And if Facebook does become the Web’s next communication platform, then it will “be undoubtedly in the running for the most valuable company in the world.” Considering the importance of communication in our digital world, I think few would disagree with his conjecture.

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Facebook Shares Are Worth Almost Three Times More Than Tweets For E-Commerce

White label daily deals platform and TC Disrupt finalist ChompOn is releasing some interesting data today comparing the value of shares, Tweets, likes and follows in the context of e-commerce. Using data from the sites that it powers daily deals for, ChompOn examined the conversion rate and action for deals shared on Facebook and Twitter.

According to the startup, the value of a Facebook share is $14 and the value of a Tweet is $5. For shares and tweets, ChompOn was able to directly attribute sales to the original action and took the total revenue attributed to each action and divided it by the total number of shares/Tweets. ChompOn is working with 50 partners including Blackbook Magazine, JDeal and the wine vertical of flash sales site Beyondtherack, to power Groupon-like crowdsourced coupons.

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