AdStage, a Facebook ads API partner, announced Monday that the company has raised a $1 million round of funding. The company is also launching a new app partnership program and platform API to allow developers to integrate additional apps into the platform.
The $1 million in funding game from Digital Garage, one of AdStage’s existing investors, bringing the total to more than $2.5 million since AdStage’s launch last year. This new round of funding will allow AdStage to grow from 11 employees to more than 20.
Facebook’s ad targeting capabilities — already pretty impressive — have just gotten deeper. Facebook announced Thursday that soon improved Core Audiences targeting options will start rolling out, allowing marketers to target Facebook users based on location, demographic, interest and off-site behavior.
Additionally, Facebook is adding Partner Categories to the Ads Create Tool for U.S. users, allowing everyone from brands to small businesses to use this targeting capability.
As Facebook looks to expand its reach internationally with the acquisition of WhatsApp, a new study by Facebook Preferred Marketing Developer Marin Software shows that 52 percent of ad spend still takes place in North America. Conversely, 28 percent of Facebook users are located in the Asia/Pacific regions, yet only 0.71 percent of the overall Facebook ad spend is dedicated there.
Matt Ackley, Marin Software’s Chief Marketing Officer, discussed the findings in a press release:
The increasing competition to reach Facebook’s North American users has driven CPMs for these ads dramatically higher – yet the cost of ads targeting the ‘other 85%’ of Facebook users remains quite low. Now is a golden opportunity for brands to launch impactful, cost-effective campaigns internationally – before competition and CPMs rise.
Facebook has made some changes to Power Editor, streamlining the interface and adding real-time data for marketers. In its latest update, Power Editor users can now see campaign data in real-time without downloading account information.
Previously, this real-time data was only available time it was downloaded. Additionally, Power Editor users are starting to be able to choose different time periods to download account history. In addition to the default “all time,” now there’s the past 1 month, 3 months, 6 months or 13 months. This capability will be rolled our gradually throughout the month.
Though Facebook’s ad revenue continues to grow, a recent development could make the social network’s ad model even more enticing to retailers. Last month, Facebook added some capabilities to its Custom Audiences product, allowing marketers to target users who had taken certain actions on their website, such as adding an item to a their cart, but not converting.
Among beta testers of this technology, JackThreads saw an 8x return on ad spend. Custom Audiences has another major fan in Facebook Preferred Marketing Developer Marin Software. The company recently published a white paper, explaining how Custom Audiences can help businesses convert customers via smart Facebook advertising. Marin Software Senior Marketing Manager Dan Morris talked with Inside Facebook about how this can change the game for advertisers.
Facebook put significant work into simplifying its ad creation flow, and now it’s doing the same for billing. Facebook announced Tuesday that it is making a couple changes in the way it bills advertisers to make it easier to understand.
Advertisers will now be billed when they hit a certain billing threshold and/or at the end of the month, instead of on a daily basis.
One of the most impressive facets of Facebook’s development as a company has been its international growth. In Q4 2012, Facebook’s ad revenue from Asia was $168 million. That has nearly doubled, to $318 million in Q4 2013. In countries outside of the U.S., Canada, Europe and Asia, ad revenue grew from $156 million in Q4 2012 to $300 million in Q4 2013.
The major factor, notes Upstream Head of Engagement Management Markellos Diorinos, has been Facebook’s ability to make the site viable and valuable on mobile phones all over the world. As Facebook for Every Phone becomes more popular by the day, and Mark Zuckerberg’s vision of connecting the world through Internet.org starts to take hold, Facebook becomes a more serious player in emerging markets. In Upstream’s findings, while mobile may garner fewer impressions, the value-per-impression is 92 percent higher than desktop.
What’s next for Facebook? Diorinos sees great untapped potential in Africa.
As many page admins and marketers rage against Facebook for perceived and real drops in page post reach, a new study by Neustar shows that Facebook advertising is actually an effective way to achieve reach, compared to other methods such as ad networks, ad exchange platforms and portal websites.
The 2013 Year in Review Global Media Intelligence Report covers approximately 145 billion ad events, 61 billion impressions and 10.5 million conversions over the course of 2013.
The Neustar study shows that Facebook is 197 percent more effective than online portals, which Neustar defines as “a website that brings information together from diverse sources in a uniform way.” In Q4, Facebook (which the study calls social throughout the report) was most effective at generating reach — and by a wide margin.