Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Facebook Ad Revenues Are Up - But Is Trajectory Sustainable?


GREENLIGHT COMMENT

Andreas Pouros, Chief Operating Officer, Greenlight

31 January 2013

Facebook Ad Revenues Are Up - But Is The Trajectory Sustainable?

Facebook has confounded critics who thought it would be incapable of making money from the rapid growth of mobile device usage. Not only has it revealed a strong performance in Q4 with revenues up 40%, its mobile ad sales have more than doubled on the previous quarter to total $306m, to account for 23% of the Social Network’s overall ad revenues. However, according to Andreas Pouros, COO at leading London-based digital marketing agency, Greenlight, there are indicators Facebook has achieved this growth by being as aggressive as it can be in pushing advertising to the masses within the confines it currently works in. Research* from the agency also suggests consumer apathy could pose a significant threat to future growth.

Facebook’s new ad units in response to the mobile challenge, such as Sponsored Stories, have proved successful in a world where smaller screens and 'apps' remove the space available for Facebook's traditional ad units on the right hand side of a Facebook page. However, the markets expected more, manifesting in a stock drop, but this is cynical. Clear commercial progress has been made and Pouros says Facebook is right not to be too aggressive in monetizing its user base too quickly, pointing out that the loyalty of that consumer base is its principle asset.

How much more advertising can be added until people begin resenting Facebook for it?

“Key to the demise of historical market leaders, such as Altavista in Search and MySpace in Social, was too much advertising”, says Pouros. “It served to increase revenue in the short term but undermined utility and loyalty.

Maybe this is why Facebook’s mobile revenue numbers were lower than the market expected, with Facebook perhaps understanding this risk and not being as aggressive as it could have been with pushing ads to the masses. Doing so would have spiked short term revenue but at a potential long term risk.”

However, early data from Greenlight’s soon to be published annual research, “Search & Social Survey (2012-2013)”, suggests 15% of users would pay Facebook to see no ads at all (which may of course be an opportunity in of itself), whilst close to 70% say they ‘never’ or ‘rarely’ click on advertisements or sponsored listings in Facebook, so this apathy is very real.

Anecdotal evidence abounds of people seeing far more ads in Facebook than they have traditionally seen, as well as some rumblings of displeasure in not just the quantity but also the quality of the targeting.

According to Greenlight, Facebook users are seeing up to 16% of their newsfeeds taken up by ads although the average is closer to 3%. However, Pouros points out ads are typically larger in size than the average post so the percentage of real estate they cover is much higher.

Pouros concludes:

“For Facebook the challenge is in how it can increase monetisable engagement between users and advertisers whilst maintaining quality in terms of both targeting and also user experience. Graph Search is capable of doing this at the local business level, but getting increasingly more from big brands is the big challenge.”

--

Notes to Editors:

*Greenlight’s soon to be published global annual “Search & Social Survey (2012-2013)” asked 500 people - students, law enforcement professionals, medical staff, accountants, lawyers, the unemployed, and everyone in between, how they engage with online advertising, search engines, and social networks, in order to glean insight into how consumers engage with marketers today, and formulate views on what the future might hold.

Andreas Pouros is Chief Operating Officer at Greenlight. He has been involved in search marketing for over twelve years, working for some of the biggest and most prestigious global blue chip companies. Andreas is responsible for an international team of Search consultants, developers, programmers, and copywriters. In his role, he provides guidance to well-known brands, including Santander and Sky as well as a number of government bodies.


About Greenlight:

Greenlight is a leading independent digital marketing agency, providing Search and Social Media services. With over 100 blue-chip clients including Santander, Sky and ghd, Greenlight is a leader in the digital marketing space, and is recognized worldwide for its commitment to delivering record ROI for its clients and investing in the future.

Greenlight is considered the premier thought leader in the sector publishing widely read industry reports, original research and speaking at trade events. Founded in 2001, Greenlight is headquartered in London, with offices in New York. www.greenlightdigital.com

ENDS

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Tourism: China Southern Airlines To Fly To Christchurch

China Southern Airlines, in partnership with Christchurch Airport and the South Island tourism industry, has announced today it will begin flying directly between Guangzhou, Mainland China and the South Island. More>>

ALSO:

Dodgy: Truck Shops Come Under Scrutiny

Mobile traders, or truck shops, target poorer communities, particularly in Auckland, with non-compliant contracts, steep prices and often lower-quality goods than can be bought at ordinary shops, a Commerce Commission investigation has found. More>>

ALSO:

Auckland Transport: Government, Council Agree On Funding Approach

The government and Auckland Council have reached a detente over transport funding, establishing a one-year, collaborative timetable for decisions on funding for the city's transport infrastructure growth in the next 30 years after the government refused to fund the $2 billion of short and medium-term plans outlined in Auckland's draft Unitary Plan. More>>

ALSO:

Bullish On China Shock: Slumping Equities, Commodities May Continue, But Not A GFC

The biggest selloff in stock markets in at least four years, slumping commodity prices and a surge in Wall Street's fear gauge don't mean the world economy is heading for another global financial crisis, fund managers say. More>>

ALSO:

Real Estate: Investors Driving Up Auckland Housing Risk - RBNZ

The growing presence of investors in Auckland's property market is increasing the risks, and is likely to both amplify the housing cycle and worsen the potential damage from a downturn both to the financial system and the broader economy, said Reserve Bank deputy governor Grant Spencer. More>>

ALSO:

Annual Record: Overseas Visitors Hit 3 Million Milestone

Visitor arrivals to New Zealand surpassed 3 million for the first time in the July 2015 year, Statistics New Zealand said today. The record-breaking 3,002,982 visitors this year was 7 percent higher than the July 2014 year. More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news