The internet has become the most powerful communication channel, with the share of online advertising surpassing even TV advertising, and giants Facebook and Google are the top providers of online advertising space.
The Journal said that seven Internet platforms – Facebook, Google, Baidu, Microsoft, Yahoo, Verizon and Twitter collectively earned $132.8 billion (£3.1 trillion) from advertising last year, accounting for 73% of all money earned online and 24% of global ad profits across all media. Specifically, Facebook’s first-quarter net profit rose 77 percent year-on-year to $3.1 billion (roughly CZK 76 billion). Facebook’s revenue is largely made up of advertising. At the end of the quarter, it had 1.94 billion monthly active users, up 17 percent from a year ago. Roughly 90 percent of Facebook users connect via mobile devices. (Source E15)
The data shows that global investment in online advertising is astronomical. But they are definitely paying off. Internet advertising has a huge advantage in perfectly detailed measurability. No one can manipulate you and tell you how effective your investment and advertising is without having clear numbers in hand. If you put money online, we can measure absolutely precisely how many people clicked through to your website or e-shop and what subsequent behaviours and actions they implemented. How many of them made a conversion or a direct purchase.
Advertising on Facebook also offers another great advantage, which is the ability to elegantly and perfectly target a precise audience, whether we’re talking about targeting based on simple geographic, demographic features or specifying hobbies, social level, assets and much more. Facebook is a huge well of information that can be easily worked with when targeting. According to recent speculations, which are quite likely, Facebook also offers some clients targeting based on the mood of users, based on behavior, then serves them an ad at the most “vulnerable” moment.
Specifically, the case involves a leaked document that claims Facebook is offering to be able to detect the mood of its teenage users, especially when they are depressed, sad and nervous, in short, vulnerable. And thus “vulnerable” and defenseless even to advertising that can be targeted at them at any given moment.
Facebook and Google have become popular advertising channels at ZEBU and we’d love to fill you in on how to work with them. If you don’t have the time or inclination to devote to creating campaigns, we’ll do it for you and show you clear numbers on how the investment has paid off. Interested in more? Contact us.