The Official Facebook App (Now With More Ads)!
Facebook is SERIOUS about cashing in…
What group of users, you ask? Mobile users, AKA the holy grail…
As the story goes, the new Facebook marketing tool will insert featured stories into the mobile news feed, throwing them inconspicuously alongside stories from your real friends.
The move makes a lot of sense, especially since it follows the same logic as “sponsored stories,” as well as the decision to throw them up in the ticker. Clearly, Facebook is looking to offer marketers value by integrating ads with user generated stories — thus blurring the line between ads and content.
Banner blindness is a very serious concern when it comes to online advertising, and though Facebook has become a massively consuming media channel, users are able to ignore ads with an efficiency unknown to previous generations.
According to the Financial Times, Facebook will offer incentives to advertisers whose links keep users within Facebook’s ecosystem. Will advertisers take the bait? It’s hard to say. At some point, they’ve got to entice users to leave Facebook… unless Facebook is planning an e-commerce channel.
Facebook’s lack of mobile revenue was reportedly listed as a potential weakness in its IPO, filed on February 1.This would definitely address the alleged weakness… if Facebook’s IPO really has one.
Here’s the takeaway…
Here’s the takeaway as far as we’re concerned. We already know that mobile users are the gold standard, so Facebook is throwing this at the wall to see if it sticks.
If it works, they get the revenue. If it fails, they collect revenue and gather data that can improve the next generation of “featured stories.”
Either way, it strengthens Facebook’s IPO.
For marketers, it’s a matter of whether or not you’re willing to take the risk on a new form of mobile advertising…
As long as its not outrageously priced — the answer should be “HECK YEAH!”