Dallas, Texas 12/04/2014 (FINANCIALSTRENDS) – Facebook Inc (NASDAQ:FB) is all set to attract more and more advertisers from across the globe, allowing them to leverage its dominance in social media space. Not just this holiday season, but even in future, Facebook and other online ad platforms are set to poise great threats to traditional media platforms.
The social media giant offers significant opportunities to global businesses to deliver better targeted video ads to mass audiences than TV. Facebook is aggressively pushing to sell video ads this holiday season.
Video on Facebook
Marketers are consistently transitioning to digital video and Facebook is focusing to be the major player in this fast-growing segment. Undoubtedly, the market share of digital video is growing at rapid speed in terms of ad dollars. Rich Greenfield, An analyst with BTIG Research predicts 2015 to be the year of mobile video advertising.
Facebook Inc (NASDAQ:FB) certainly enjoys its positioning to leverage marketers with 100 million video uploads and one billion video views daily. Of these, nearly 65% video views are on mobile devices. This further strengthens Facebook’s presence to leverage the rapidly expanding mobile ad segment. Industry experts predict Facebook’s mobile ad business to nearly double this year and increase by 40% in 2015.
Higher Conversion Rates
Better targeting and measurement on Facebook platform than traditional TV platform, allows marketers to achieve materially higher conversion rates. According to the latest report, Facebook delivered higher average order values for online retailers this holiday shopping season, even defeating its rival Pinterest.
Facebook delivered conversion rate of 2.3% specifically on Cyber Monday compared to 1.6% for Pinterest. In terms of average order value, Facebook referrals resulted in $123.44 per order, about 26.2% better than Pinterest referrals. These figures reflect data compiled by International Business Machines Corp. (NYSE:IBM)’s Digital Analytics Benchmark Hub from across 800 U.S. retail websites.