The crux of the research suggests that brands are wasting their time, effort, and money on Facebook and Twitter to diminishing returns. A study conducted by the firm from earlier this year found that posts from top brands on Twitter and Facebook reach just 2% of their followers. Engagement is even more measly: A mere(…)
The product, called Atlas, is a re-engineered version of the Atlas Advertiser Suite business Facebook purchased from Microsoft Corp. in 2013. It promises to help marketers understand which Facebook users have seen, interacted with or acted upon ads that appear both on Facebook’s services and on third-party websites and apps. It will also provide an automated ad-buying tool(…)
The online marketing space is always in flux, and the last two years have seen a significant investment by brands to drive engagement inside many properties, including Facebook and YouTube. This influx of advertising money contributes significantly to the bottom line of these websites, especially Facebook, but marketing spends have a habit of moving around. Recent research from the Jun Group suggests the trend is moving away from engagement inside social networks and back towards brand owned digital properties.
The key findings of the research show that between them, Facebook and YouTube “accounted for a combined 69% of all actions taken after brand campaigns in 2012″, but the corresponding figure for the end of 2013 has seen that engagement drop to 30%. That engagement has to go somewhere and the percentage of brand messages pointing back to the brand’s own property has risen from 28% to 61% in the same period.
Mark Zuckerberg’s social network has been actively pushing brands and marketers to see Facebook as a ‘paid for’ channel during 2014, so this change is not happening in a vacuum.
Part of this can be put down to the maturing nature of social networks. Now the gold rush is over and brands are established players, marketing switches away from gathering likes and followers to directing these users back out of the social network maze towards the home pages and splash landing pages of the brands.
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Beginning this fall, when Facebook users watch a TV show on a cellphone or tablet, Facebook will probably know about it. The social network will scan its databases and send the age and gender of the viewer to Nielsen, the TV ratings measurement company, to help advertisers learn more about the audience watching shows online.
For decades, Nielsen has recruited families to log what they watched at home and report back to Nielsen. Now, Nielsen is expanding beyond the family unit — and beyond the TV set — with help from Facebook and other data aggregators.
The very definition of “watching TV” has been changing fast. People are going from watching “channels” on TV sets in their living rooms to taking in their favorite shows on laptops, smartphones, tablets and, soon, their wristwatches. They’re mobile, tuning in from the car, a train, the beach, the classroom or even the grocery store.
The Facebook-Nielsen partnership is part of a stepped-up campaign to get a better glimpse of how people are using computers and mobile devices for their entertainment. It also is intended to bring the art of audience measurement into the digital age.
“The world is shifting radically, and so we had to evolve our measurement so that we could capture all of this fragmented viewing,” said Cheryl Idell, a Nielsen executive vice president.
But the notion that users will be unwittingly alerting researchers about their TV habits, however disguised, makes privacy advocates nervous.
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