Chapter 11.4 Flashcards
Content Adjacency
Concern that an advertisement will run near offensive material, embarrassing an advertiser and/or degrading their products or brands.
Why can social networking ads sometimes be unattractive?
Issues of content adjacency and user attention can make social networking ads less attractive than ads running alongside search and professionally produced content sites.
How are Google’s click-through rates compared to Facebook?
Google enjoys significantly higher click-through rates than Facebook. Rates are lower since users of social sites are there to engage friends, not to hunt for products. They are less likely to be drawn away by clicks.
How are display ads often charged? How do social networks struggle with this respect?
Display ads are often charged based on impression. Social networks also offer lower CPM rates than many other, more targeted websites. Facebook also sells ads on a cost-per-click, cost-per-action, and (with apps) a cost-per-install basis.
How can Facebook ads be very beneficial? What additional steps has Facebook taken with third-party advertisers?
Facebook ads can be precisely targeted since the firm has a large amount of actual data on users’ self-expressed likes, interests, and demographics. Facebook has also taken steps to allow third-party databases to be incorporated into targeting ads on site while preventing the possibility that databases can be combined to reveal online information to offline partners or vice versa.
How has Facebook addressed mobile traffic?
Mobile traffic is growing, and despite initial concerns over Facebook’s ability to find growth in this space, the firm’s mobile ads in particular have grown at a tremendous rate and are solidly profitable.
How are ads in the news feed different than other ads?
Ads in the news feed have the advantage of falling directly within the screen real estate that a consumer is focused on. As such, they are considered superior to ads that may occupy easy-to-ignore spaces on the right-hand side of a content window.
How has Facebook changed the qty of ads shown to users?
Facebook has cut the number of ads it shows its users, and the scarcity this builds, along with better targeting, has allowed the firm to charge more. This has improved the user experience while improving profits.
Describe successes and failures Facebook has had?
While Facebook has cancelled some experiments (notably “sponsored stories” ads that incorporated a user’s profile information and actions into ad products), the firm has found success in mobile install ads. Some gaming firms are willing to spend as much as $10 per install for these ads.
What is the the Facebook Audience Network?
The Facebook Audience Network provide a way for firms to allow Facebook to gather advertisers, target and serve ads on third-party sites and apps, and collect revenue for them.
What are Instant Articles? What other form of ad is popular on Facebook?
“Instant Articles” allow Facebook to host, cache, and serve content from media firms. Faster article loads should increase article engagement and allow partners to make more money. Facebook hopes partners may be more inclined to use its ad network, as well. Video ads cached and served on Facebook are also booming, with Facebook serving as many videos a day as YouTube.
Describe a concern that people have about Facebook and their access to users Data.
Some are concerned that allowing Facebook to host and serve content reinforces Facebook’s Walled Garden, where users rarely venture out, and where Facebook grows even more powerful as a vital partner in content distribution.
