Facebook Exchange Ads Introduced To News Feed
Almost exactly one year ago, Facebook announced on the company’s studio pages that Facebook Exchange had been created: an advertising service that tracks and targets users based on their activity off the site, then sells advertising slots to Facebook marketers in real-time. Facebook product marketing manager Scott Shapiro explained how the service works when it was first announced:
For example, say I’m an e-commerce company looking to drive purchases on my site. In this case, people browsing on my website or searching for products that I sell on a search engine are expressing meaningful intent. Facebook Exchange would be a great fit because it enables me to use those signals to remarket to this valuable audience on Facebook, and at the right time.Originally, Facebook Exchange only sold advertising space in the right-hand column of a user’s Facebook page, limiting marketers to creating link adverts for desktop devices. With the introduction of news feed ads to FBX, marketers are provided with better options, making it more likely that their adverts will be successful. Page post ads, in fact, have a number of advantages over standard link adverts.
Firstly, they appear in the news feed and “people spend more time in News Feed than any other part of Facebook”, so are more likely to see them. Secondly, users can like, share and comment on link adverts, increasing the possibility that more people will interact with them and widening their audience. Thirdly, in the proposed news feed redesign, the news feed is going to take up even more space, with page posts containing more content and larger pictures, giving advertisers more room to work with. Finally, although FBX is yet to be introduced to mobile advertisers, page post adverts can appear on mobile devices, so it would not be unheard of for the service to extend to Facebook Mobile in the future.
The new page post FBX option will not affect the number of adverts that the average user sees in their news feed, not even increasing when the service is made available to additional DSPs and advertisers over the coming weeks.
Do you think FBX news feed advertising is a good idea?Contact us on Twitter, on Facebook, or leave your comments below.Will Sigsworth
Follow us @SocialMediaF & @WillAtSMF
Or go to our Facebook page, Social Media Frontiers.
Facebook Exchange Ads Introduced To News Feed
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