Facebook, eyeing TV dollars, rolls out new ad products

admin   •   September 28, 2015   •   2024

Facebook CEO Mark Zuckerberg speaks on stage during a town hall with Indian Prime Minister Narendra Modi at Facebook's headquarters in Menlo Park, California September 27, 2015. REUTERS/STEPHEN LAM

Facebook CEO Mark Zuckerberg speaks on stage during a town hall with Indian Prime Minister Narendra Modi at Facebook’s headquarters in Menlo Park, California September 27, 2015.
REUTERS/STEPHEN LAM

Facebook Inc introduced a slate of new advertising products on Sunday, most of which are aimed at luring television advertisers onto the 1.5-billion user social network.

The advertising options, most of which will also be available on Facebook-owned Instagram, are designed to take advantage of the social network’s strengths on mobile devices. It has the world’s most popular smartphone app and generates more than three-quarters of its $10 billion-plus in annual ad revenue on phones.

Facebook is trying to convince advertisers, especially those who use video, that their dollars will be better spent on mobile platforms rather than on TV as users, especially millennials, spend more time on their phones than watching television. The rollout of the new products come ahead of New York City’s 12th Advertising Week, which runs from Monday to Friday and gathers the world’s largest advertisers and companies. Facebook also announced on Sunday that it has 2.5 million active advertisers in total, up from 2 million in February.

Digital video advertising spending is growing rapidly, projected to increase 13 percent to nearly $15 billion by 2019, according to eMarketer. Television ad spending, by comparison, is expected to grow 2 percent in the same time period to $78 billion. “Facebook is listening to the ad community and giving them what they are looking for,” said Debra Aho Williamson, social media marketing analyst with eMarketer. “Does Facebook want video ad dollars? Yes.”

On television, advertisers can buy ads based on how many people they will reach, an approach Facebook has adopted to ease the transition between television spending and digital spending.

In addition, it can target highly specific audiences, such as women aged 18 to 35 years old who have shopped on a specific website, which TV cannot do.

Among the new products are “brand awareness” ads, which aim to reach a large number of people to promote a company’s name and brand, such as Coca Cola. Advertisers will also be able to poll users on mobile phones about whether they saw an ad — a feature that used to be available only on desktop computers — and they can use a format that allows them to display multiple videos at once that users can scroll through.

“We want to be the single-most important platform for all businesses,” said Carolyn Everson, Facebook vice president for global marketing solutions.

Tech CEOs dodge question on whether China steals technology

UNTV News   •   July 30, 2020

The chief executives of four of the world’s largest tech companies, Amazon.com Inc, Facebook Inc, Apple, and Alphabet’s Google, faced a congressional hearing on Wednesday (July 29) where, amongst other questions, they were asked whether the Chinese government steals technology from U.S. companies.

Rep. Greg Steube of Florida, who presented the question, said he was looking for a “yes or no answer”.

The four executives – Amazon’s Jeff Bezos, Facebook’s Mark Zuckerberg, Google’s Sundar Pichai, and Apple’s Tim Cook – offered a mixed bag of responses, with Zuckerberg coming closest to a direct answer.

“Congressman, I think it’s well documented that the Chinese government steals technology from American companies,” the Facebook CEO said via videoconference.

The day-long hearing marked the first time the four CEOs have appeared together before lawmakers, and was also the first-ever appearance of Bezos before Congress. (Reuters)

(Production: Pavithra George)

Big companies boycott Facebook

UNTV News   •   June 30, 2020

A long list of U.S. companies have pulled advertising from Facebook in support of a campaign that called out the social media giant for not doing enough to stop hate speech on its platforms.

Ice-cream maker Ben & Jerry’s, consumer conglomerate Unilever, and coffee chain Starbucks have nixed ads on the social media network.

And PepsiCo will do so as well, FOX Business News reported citing sources on Sunday (June 28).

The halt on PepsiCo’s advertising will run through July and August, the report said.

PepsiCo did not immediately respond to a request for comment from Reuters.

Annually, Facebook generates $70 billion in advertising sales and about a quarter of it comes from big companies such as Unilever with the vast majority of its revenue derived from small businesses.

But the publicity around its hate speech policies have hurt its perception and stock.

On Friday (June 26), Facebook’s 8.3% decline in stock price wiped out $56 billion in market capitalization.

Responding to demands for more action, Facebook on Sunday acknowledged it has more work to do and is teaming up with civil rights groups and experts to develop more tools to fight hate speech.

Facebook said its investments in artificial intelligence have allowed it to find 90% of hate speech before users report it.

The boycott has accelerated to include other digital advertising platforms, such as Twitter. REUTERS

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Facebook closes political ads loophole ahead of U.S. presidential election

UNTV News   •   June 18, 2020

Facebook Inc. said on Tuesday (June 17) it would affix labels to political ads shared by users on their own feeds, closing what critics have said for years was a glaring loophole in the company’s election transparency measures.

The world’s biggest social network has attached a “paid for by” disclaimer to political ads since 2018, after facing a backlash for failing to stop Russia from using its platforms to influence the 2016 U.S. presidential election.

But the label disappeared once people shared the ads to their own feeds, which critics said undermined its utility and allowed misinformation to continue spreading unchecked.

Facebook introduced a similar labelling approach for state news media earlier this month, but that label also sometimes drops off with sharing and does not appear when users post their own links to those outlets.

The company has been facing demands to do more to combat false viral information before the Nov. 3 presidential election, including by presumptive Democratic nominee Joe Biden, who called Facebooks’s chairman and CEO Mark Zuckerberg on June 11 to reverse his decision to exempt political ads from fact-checking.

Zuckerberg has touted transparency tools in response, arguing that voters should be able to examine statements from would-be political leaders unimpeded.

In a USA Today op-ed on Tuesday, he pledged to display a Voting Information Center at the top of U.S. users’ news feeds. He also said the company would aim to help 4 million people register to vote, double its goal for 2016. (Reuters)

(Production: Paul Warren, Gabriela Boccaccio)

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