Cristina Dominguez, Multimedia journalist passionate about new Internet trends.
ACL Direct Promo · We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences Monographic course on Internet Law at CEF.- Center for Financial Studies, Know the legal responsibilities that exist in the digital environment to protect your company, Facebook’s decided commitment to video is not just a trend, or a project that they trust has a future, but it is something that they are already seeing the benefits of, both in organic videos and in those promoted. Because the advertising profitability of video ads exceeds that of any other format.

This is one of the main conclusions that emerges from Guatemala Email List an analysis prepared by Naningans, based on the impressions offered by its clients during the first quarter of the year. Thus, the video share of mobile advertising spending would have increased by 26% more, even reaching up to 45% more in certain regions of the world. Mobile is thus driving spending on video ads, and this occurs among advertisers in all sectors, but those of online games stand out especially, which mainly opt for this format (in the case of video games, 35% of the money they invested in Facebook ads has gone to video, 25% more than the previous quarter, and 122% compared to the figures for the same quarter in 2015).

On the other hand, the data from Naningan also reveals that e-commerce advertisers continue to receive a large ROI in the advertising of this social network, mainly due to the ad formats per sequence and dynamic products, with the average value per order and ROI on each ad growing at a rapid rate of 17% and 57% respectively. Additionally, more than 60% of ecommerce advertisers’ spending was directed at mobile users, 15% more than the previous quarter. In addition, the ad click rate continues to increase (11% this first quarter), although the cost per thousand impressions has fallen 7% after more inflated figures in the Christmas campaign). In any case, all these figures indicate that Facebook is becoming increasingly attractive as an advertising channel, something that is corroborated by multiple studies where brands say they plan to continue increasing advertising investment in Facebook.

The prominence of this format does not stop growing, As we pointed out at the beginning, each time the presence of videos on Facebook is greater, and this mainly responds to the use that Internet users make of the social network (the engagement figures are much higher in video), but it is also reflected in the advertising revenue, which is the preferred format for more and more advertisers. But Facebook does not want to limit its advertising revenue through video to promoted content, it also wants to include ads in organic videos. Specifically, it is considering introducing advertising to live videos, in order to monetize them – and also make Facebook more attractive to its creators, who could receive part of the revenue. Although there are several publishers who have said that Facebook has already informed them that it will put some kind of advertising in motion on streaming videos, there is still no more information about it or when they would be available. In any case, it is believed that the chosen format will avoid ad-roll formulas, which generate a certain rejection among users, and will choose to include advertisements in the pauses or moments of less interest in the broadcast.

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