A new report from ad-tech firm Polar shows how Facebook dominates social media advertising — and why that may not last.
The report tracks the astronomical growth of Facebook, since its launch in 2004 to a projected $67 billion ad business in 2019 with more than 2 billion monthly active users. That's 71% of the social-ad pie worldwide.Advertisers have stuck with Facebook through years of scandals. Here are 6 things that would need to change for them to abandon it.
Polar is an ad-tech firm serving publishers including Condé Nast, News Corp, and NBC. The 45-page report draws from Facebook's own reported data, analyst and other third-party reports, and news reports. Facebook has 11 types of creative that cater to all of advertisers' needs as they try to capture people's attention as they go from awareness of a product to consideration to purchase. All these photo- and video-rich ad formats are ideal for displaying products and getting the viewer to take an action like clicking through to the advertiser's site — unlike the dour, text-heavy banner ads that are common on publishers' sites.
showed advertising on the Facebook app dipped 2% in the first quarter of 2019 year-over-year while Instagram ad spend grew 44%. The report said spending on Facebook has slowed because it's getting harder to reach users there since Facebook has prioritized individual users' posts in the news feed.What's more, it says advertiser interest in Instagram is driven in part by its lower cost relative to YouTube and Facebook — which it predicts will fade as prices continue to increase.
"Facebook has hit ad density, and with revenue growing 25% , that means only one thing: prices will continue to rise," read the report.
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