More evidence of a video boom at Facebook
Facebook’s increased interest in video ads paying off.
Video ads on the social network accounted for 22 percent of total ad spend in June, making it the highest share ever recorded according to data released by ad-tech firm Nanigans. Between the first quarter and second quarter of this year, video ad spend increased from 13 percent to 16 percent.
Mobile video has also been a lucrative sector for Facebook increasing to 21 percent of total ad spend in the second quarter, up from 15 percent in the first quarter. The growth is attributed to gaming advertisers who roughly doubled its total ad spend between the first to second quarter, increasing to 36 percent from 19 percent.
Facebook has burst onto the scene as a major player in digital video and credible rival to YouTube. The company said back in April that it was seeing 4 billion video streams a day, undoubtedly helped by Facebook’s method of autoplaying video as users scroll down the page.
Nanigans also observed that click-through rates recorded new highs in the second quarter 2015 to 0.9 percent, up an astonishing 187 percent from the second quarter in 2014, while costs on a per-click basis dipped to $.46 in the second quarter from $.53 from the first.
“This may be in part due to non-U.S. Facebook advertising, which is often less expensive than U.S. inventory and constituted a larger share of advertising activity among Nanigans customers in second quarter 2015 as opposed to the previous quarter,” the firm writes.
The report, compiled from customers using Nanigans ad software, was released ahead of Facebook’s second quarter earning report on July 29. Analysts expect it to pull in $4 billion in revenue, which, judging by these numbers, will match those expectations.
Fewer stories, told better: News UK is changing how it commissions stories to grow subs
The Times (UK) and The Sunday Times are changing the way they commission stories to grow digital subscriptions.
Member ExclusiveMedia Briefing: How publishers’ fourth-quarter ad sales strategies are shaping up
This week’s Media Briefing checks in with publishers to see where things stand with fourth quarter ad sales as the biggest season in the sales cycle approaches.
‘We are the new type of competition’: How Stagwell Group’s CEO Mark Penn is going after the holding companies
Stagwell chairman and CEO, Is focused on growing its roster of SaaS products, and updating its media arm to fold in first-party data generation that’s not cookie-dependent.
SponsoredHow advertisers can tell the difference between banner blindness and ad-aware consumers
Aditya Padhye, general manager, Trestle at eyeo Advertising is part and parcel of daily life –– from billboards in the street to smartphone apps, its presence is unavoidable. While some advertising strikes a chord with people, there are certain ads that have the opposite effect. Increasing internet usage among all demographics, higher demand for sales […]
‘Journalism can only be as good as our newsroom culture’: Vox Media’s new editors-in-chief are redefining the roles
The modern newsroom has more working against it than it did even a couple years ago and the new guard of editors-in-chief are now facing those challenges head on while leading by example.
BFFs once more, advertisers and publishers rediscover their alliance amid tracking turmoil
Direct deals between advertisers and publishers are being pitched harder now as advertisers see publishers as a valuable source of audience data post-third-party cookies.