Facebook’s right-hand rail is getting a rare ad redesign with photos that are twice as large, the social network announced today. The right-hand rail on desktop has been mostly overlooked as secondary real estate on Facebook—the side of the highway compared to the mobile News Feed's Times Square.
While it will be a number of weeks before the networks will be able to accurately count the house, insiders suggest the 2013-14 upfront is likely to be a bit less robust than those of years past.
Remember the long-awaited mobile boom? Well, it’s here, and it’s a headache. It was a banner year for mobile traffic (Google alone drew over 100 million unique visitors last September, per comScore) and mobile ad spending, with publishers raking in more than $4 billion in 2012, per eMarketer.
Apple’s iOS mobile operating system has long been the darling of the mobile ad ecosystem. It arguably created the space—at least in its modern form—and is benefits seem to just keep coming.
Update: TBG Digital has clarified the Facebook/Twitter comparison. “We took a deeper look at the data and, unfortunately, the engagement rates were not comparing like for like. Twitter engagement rate measured click-through pate on Promoted Accounts whereas the Facebook CTR was for Newsfeed ads.
Barclaycard launched a sweeping campaign last November to promote its NFL Extra Points card. The digital media buy included search and display ads on more than a dozen digital media platforms, but the financial services company’s Facebook ads outperformed them all, generating a 0.13 percent clickthrough rate versus the overall campaign’s average of 0.08 percent.
If you had to characterize the 2012-13 upfront marketplace in a single word, you could do worse than invoke the value-neutral interjection “meh.” On the one hand, the broadcast networks may be lucky if they can match their dollar volumes of a year ago; at the same time, top-tier cable should walk away from the table up between 5 percent and 7 percent.