Facebook has truly adapted to the changing world of advertising. No longer will consumers sit quietly through an ad, taking in every piece of information. In this “on-the-go” world, Facebook has evolved to make ads more relevant to every individual consumer. By using an individual’s search engine information, Facebook is able to connect the answer-seeking consumer with a brand or company to help them. In this way Facebook is challenging and altering traditional media businesses.
This success can be seen in the $7.44 billion brought in the three months to the end of 2015 alone, and more recently the $26.9 billion in ad sales brought in 2016; a 57% increase from 2015. 84% of this revenue comes from mobile ads, showing companies that consumers are no longer found sitting at a TV, passively receiving information, but instead on the go, actively searching for information.
Even in their success, Facebook is continuing to make improvements in their upcoming years. Facebook is working to allow marketers to measure viewed advertising instead of served advertising. Served advertising means that the advertisement had been on a page that the consumer viewed. In order for something to be considered viewed advertising, the user would have to scroll to the part of the page where the advertisement is in view. Using this method of measurement would make advertising analytics much more reliable, because what’s the point of measuring an ad that a user may have never actually seen?
In another attempt to make sure users come across advertisements, Facebook plans to include mid-roll commercials inside live and non-live videos. This would create another way for brands to connect with users. However, many consumers tend to block out ads, so marketers worry that Facebook live viewers will not fully engage with the ad content. Marketers also worry that the ad could be aired at an inappropriate time mid-roll, and that it could be seen as controversial if viewed during a controversial video. Overall, Facebook plans to have control when and by what means a consumer witnesses a brand message or ad, thus changing the traditional means of advertising.