Facebook receives two-thirds of the social ad spending
In the earlier part of this series, we discussed how Facebook’s (FB) huge user base differentiates it from other social media platforms like Twitter (TWTR) and LinkedIn (LNKD) and makes it the go-to place for social media marketing campaigns. A recent report from eMarketer confirms this fact and expects Facebook to receive more than two-thirds of the world’s total ad spending on social media.
Much like Google (GOOG), Facebook has remained successful in capitalizing on the user shift to mobile. One of the key drivers of the consumer shift to mobile is video, which has now become an important medium for brand promotion. On one hand, users are creating, sharing, and watching more videos on Facebook. On the other hand, the company continues to invest in building new features such as live video streaming, caption-enabled videos, and suggested videos.
Why Facebook’s active advertisers are on the rise
Facebook’s active advertisers are growing at a healthy rate as the company continues to leverage its ad products such as Lead Ads, Slideshow, and Dynamic Product Ads to bring in more advertisers.
In addition, Facebook uses programmatic ads, which target ads based on information generated online by users. Moreover, the company provides advertisers with measurement tools like Conversion Lift and the Facebook Pixel, which help drive business results and make ads more relevant.