Marketer-Publisher Native Ads on Facebook Are One Click Closer
What news reports are saying about Facebook testing in-network content from The New York Times, BuzzFeed and National Geographic is social media users won't have to exit Facebook to read the content they're already sharing. What the reports aren't saying is what marketers may see next: Marketers paying for the privilege of using publishers' credibility with readers to get their messages and calls to action seen and acted upon, in terms of conversions.
For instance, on Tuesday in Marketing Land, Martin Beck writes about The New York Times story about the Facebook testing that may begin within months.
"News publishers have long coveted the Facebook audience," Beck says, "which now is up to 1.4 billion monthly active users. Those users read a lot of news and many news sites are now getting upwards of 40 percent of their referral traffic from Facebook. Facebook believes that it can provide a better news reading experience on Facebook rather than the traditional linking out to news sites, especially on mobile devices. The Catch-22 for publishers: Is reaching the huge Facebook audience worth giving up advertising dollars and the data gleaned from people visiting their sites?"
In May 2014, Econsultancy reports BuzzFeed—ubiquitous on Facebook News Feeds—gets 75 percent of its 130 million-strong unique visitor traffic from social media. Providing that figure at the Adobe Summit EMEA 2014, Will Hayward—VP Europe, BuzzFeed—urges marketers to "think of content as a gift" and invest in native advertising.
"Advertising hasn't been working," Econsultancy paraphrases of Hayward. "News outlets were writing about banner blindness seven years ago, yet advertisers still buy tons of banner ads and media buyers want this to continue. Ad rates and CPMs can't sustain a business any more in the way that print ads could. Mobile advertising simply isn't valuable enough."