What does the Facebook Marketing Partners change mean for the marketing ecosystem?

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Much like its advertising offerings, Facebook recently put an objective-based spin on its marketing platform, formerly known as Facebook Preferred Marketing Developers. Now these companies, which offer advertising and marketing services to brands and businesses, are known as Facebook Marketing Partners and are divided based on what objective they specialize in, such as ad technology, media buying, small business solutions and content marketing.

So what does this shift mean for the companies, as well as their clients? We spoke with Lance Neuhauser, CEO of Facebook Marketing Partner 4C, about Facebook’s decision.

Inside Facebook: What was your first reaction to the change?

Lance Neuhauser: We heard a while ago that the program would be changing. They just announced what some of those changes would look like. We’re really excited, both for Facebook and the entire ecosystem. For Facebook, we really do believe that they have done a good job in creating an ecosystem of partners who can deliver value-added services on top of whatever Facebook already does, by advancing technology, by providing better content, by providing marketing expertise, etc.

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Facebook platform news: IM.MK launches ‘Take An Ad,’ Fanbooster leads project to find true social ROI

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It’s been a big week for Facebook Marketing Partners (formerly Facebook Preferred Marketing Developers) as Fanbooster announced a 2 million Euro investment and partnership with Innovation Norway, the Norwegian Research Council, Komplett.no and others to find the best way to measure the return on investment of social media.

Additionally, IM.MK launched Take An Ad — a way to create a Facebook ad on your iPhone.

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Facebook advertising: Marketing vs. stalking?

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As search and marketing evolve, new advances – particularly Facebook’s recent re-launch of its Atlas ad platform, which measures ad campaigns across screens and allows brands to target real people across mobile and the web – pose questions like how much is too much tracking, and how will consumers react to brands becoming more targeted in their marketing efforts? With careful targeting, tracking, and second screen integration, brands can easily nurture their relationships with customers.

However, at some point, will consumers equate marketing to stalking?

Advertising is often the first point of contact between brands and customers, and advertisers need to be careful about targeting too narrowly. The temptation is certainly ripe. Unlike TV and print marketing, where broad brand messages are ideal, appropriately targeting all possible demographics in one fell swoop is entirely possible online. With search, brands can target a specific set of customers on Google, a different set on Facebook, and even another set on their mobile platform. With the availability of all these different platforms, brands can easily fall victim to overly diversifying platform experiences.

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Does the cost of Facebook’s mobile advertising outweigh the ROI?

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Mobile advertising was the star of Facebook’s Q3 earnings call, as 66 percent of the company’s advertising revenue comes away from desktop. The shift to mobile is a major trend industry-wide, according to a recent study by mobile-focused Facebook Marketing Partner Ampush.

Ampush studied the cost of mobile advertising on Facebook and Twitter, finding that while it is getting more costly to advertise to mobile users — it’s highly effective. Ampush’s study combined Facebook and Twitter. In Q3 2014, Ampush — which recently announced a new look, as well as 185 percent year-over-year growth — discovered that mobile ad spend on the two platforms is up 233 percent year-over-year. Mobile app installs have also gotten a little more expensive, as the average cost per install (CPI) has grown 29 percent year-over-year, but it’s a little more even-keel.

Inside Facebook talked with Ampush CMO and Co-Founder Chris Amos about the growth of mobile advertising on Facebook.

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3 things we learned from Facebook’s Q3 performance

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Facebook, yet again, posted arguably its best quarter ever, reaping $3.2 billion in revenue in Q3, with 66 percent of their ad revenue coming from mobile. Facebook now has 1.35 billion users (1.12 billion on mobile).

But is the best for Facebook still to come? Here’s what we learned from Facebook’s quarterly earnings call on Tuesday.

1. Facebook thinks it can fix digital advertising

Chief Operating Officer Sheryl Sandberg knows that there’s still a gap between how people interact with advertising (on mobile) and how advertisers still prefer to deliver messages (display and desktop).

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Facebook in Q3 2014 in charts: $3.2B in revenue, 1.35B users

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How important is mobile for Facebook? Mobile advertising now accounts for 66 percent of Facebook’s advertising revenue, according to Q3 figures announced by the company today.

Facebook posted its most successful quarter to date, in terms of revenue. The social network reaped $3.2 billion in revenue this past quarter, beating Q2 totals ($2.91 billion).

Other key figures:

  • Daily active users (DAUs) were 864 million on average for September 2014, an increase of 19 percent year-over-year.
  • Mobile DAUs were 703 million on average for September 2014, an increase of 39 percent year-over-year.
  • Monthly active users (MAUs) were 1.35 billion as of September 30, 2014, an increase of 14 percent year-over-year.
  • Mobile MAUs were 1.12 billion as of September 30, 2014, an increase of 29 percent year-over-year.

More key stats and facts from Facebook’s Q3 can be found below.

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3Q Digital’s Q3 Facebook ads report: big increase in CTR, drop in impressions

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3Q Digital, a digital media agency, recently analyzed its clients’ performance with Facebook ads, finding a huge drop in impressions, but a pretty big jump in clickthrough rate. This illustrates that while reach may be tumbling on Facebook, those who are seeing messages are the most willing to take an action.

Year-over-year, there has been a 54 percent decrease in impressions (taking into account both mobile and desktop campaigns), a 56 percent increase in cost per click, a 342 percent rise in clickthrough rate and a 224 percent increase in ad spend. Since Q2 2014, 3Q Digital’s clients have seen a 136 percent decrease in impressions, a 53 percent increase in clicks, a 262 percent increase in clickthrough rate and a 54 percent increase in spending.

However, much of the cost increase and impressions decrease appears to be on desktop, as mobile numbers are more positive.

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Instagram selfies, Facebook ads to play a big part in holiday shopping season

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Retailers are coming around to the power of Facebook’s targeted advertising. Facebook Marketing Partner Offerpop feels that with innovations such as the Buy button and more ways to drive direct commerce, Facebook will be a major factor in Q4, when many companies ramp up advertising for the holidays.

Offerpop is also bullish about Instagram, where brands will tap into user-generated content.

Mairead Ridge, Offerpop’s Senior Marketing Manager, talk with Inside Facebook about how the sentiments about Facebook’s ability to deliver ROI are changing in time for the holiday shopping season:

Recently, there’s been a sense from marketers that Facebook is on the decline. It’s tougher than ever to get organic reach. We’ve heard a lot of brands and marketers react to that. But what we’re seeing is that there’s still ROI out there for brands that are using Facebook’s ad platform and organic tactics out there to drive reach and site traffic and sales. I think everybody that experimented with the platform for a long time is starting to see better and better results from their efforts.

According to a recent Offerpop survey, 92 percent of marketers polled planned to spend most of their social budget on Facebook.

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Infographic: SPMD SHIFT’s Q3 2014 Facebook ads report — auto, telecom companies seeing growth

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The auto industry has seen amazing growth on Facebook in terms of clickthrough rate, but also with CPM.

SHIFT, a Facebook Strategic Preferred Marketing Developer, recently published its Q3 global Facebook advertising insights report, outlining the Facebook ad performance for the automotive, consumer packaged goods, entertainment, financial services and telecommunications verticals.

Learn more by reading the infographic below.

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SPMD Nanigans’ Q3 Facebook ads report: Global CTR up 195 percent YoY

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Nanigans, a Strategic Preferred Marketing Developer, released its latest Global Facebook Advertising Benchmark Report recently, which features insight on marketplace trends seen by Nanigans customers in Q3 2014.

The report found that CTRs for Facebook ads continued to climb in Q3, a sign that Facebook users are engaging with advertisers’ messages at increasing rates.

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