Facebook is the verge of increasing their reach by getting themselves into mobile ads sector, for its next level of growth. The social networking giant used to have only ads in the personal computer version and not the mobile apps, but the reaction is something that they will need to avoid. Facebook with over 450 million mobile users – which is more than half of their total membership and the advertisers are really eager to target them. But the main challenge is to do this without irritating the common users, who has become more sensitive while networking using the mobile devices. The interest among the marketers is very high but the main issue is that the mobile device is more personal and intimate and the danger of users getting frustrated because of the ad invasion is at the top of the mind.
Is Facebook Challenging Google Inc.?
By pushing themselves to the Mobile Market Facebook is challenging Google Inc. which is currently the leading seller of ad space on Mobile devices. The mobile ad sector will bring close to $11 billion in revenue by 2016 in US alone, which is up from $2.61 billion this year, according to a research by EMarketer Inc. Till date Google accounts for more than 50 per cent of the ads, making more than $750 million in sales.
Starting from the start of March Facebook has begun allowing brands that people like of Facebook to send direct messages and advertisements to users mobile news feeds. If the user will then make a comment on one of the items or like it then the persons friends get those promotions on their phones and tablets as well, whether they like it or not. If Facebook will work through the challenges then the payoffs will be much bigger that what the company gets from through the PC ads.
Google has been getting frequent criticism on how they collect the personal data but they rely on more straightforward advertising than Facebook. Facebook’s approach deals with their users promoting the companies among their friends. Facebook users who like a Fanpage will not be realising that their preferences are being used as the base for advertisements sent to other people. Will this creep out and upset the users? Well I guess we will need to wait and watch.
Will this Discomfort User?
The advertisers have been showing huge interest in the mobile ads but users are more resistant. About 67% of US find it really irritating when they are being sent unsolicited ads on their phone.
Earlier this year Facebook presented Sponsored Stories in the US- a way to provide promotions and offers that users would want. Many users weren’t bothered by the sponsored stories as it doesn’t come across as direct advertisement.
Facebook users who view the ads are not the ones that have clicked like in the first place and this can make the promotion irritating for the users. With the introduction of Mobile Ads, Facebook has got lots of big brands talking about them and have outnumbered people who are interested in Twitter Inc. Facebook is a safe ground for the users but will users be overwhelmed with ads?
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