Facebook testing its own mobile ad platform

rcjordan · January 23, 2014, 12:56:49 AM

The company has long indicated it would one day launch an online ad network akin to Google's AdSense service — a network that delivers ads across countless third-party websites — but this new project leapfrogs that idea to create the same kind of network on mobile devices. It's yet another challenge to Google, whose Android mobile operating system has given the company an effective means of spreading ads across smartphones and tablets.

A company spokeswoman says Facebook is working with a small group of advertisers and app developers on the project, which Facebook calls a test. This is the first time, she says, that Facebook is delivering ads directly to mobile apps, as opposed to using someone else's ad network.

http://www.wired.com/business/2014/01/facebook-mobile-ad-test/

Rupert · January 23, 2014, 07:14:59 AM

Is it just me, or do others only ever click on an ad on mobiles by accident?

I have NEVER clicked an ad deliberately. Its always because my fingers are too big.

Brad · January 23, 2014, 01:32:31 PM

Quote from: Rupert on January 23, 2014, 07:14:59 AM
Is it just me, or do others only ever click on an ad on mobiles by accident?

I have NEVER clicked an ad deliberately. Its always because my fingers are too big.

Its not just you. I'm blind to most ads but especially to mobile ones.

rcjordan · January 23, 2014, 01:43:42 PM

Not just you and not just mobile. There are an increasing number of desktop sites that screw around over near the scroll bar. Hell, I did it myself 7 or 8 years ago, so this isn't a particularly new development. What is new is that some mainstream sites are getting so desperate for CTR of any kind that they are resorting to gerrymandering the user experience.

>blind

This is the root of the problem and there is no solution except forcing your user to wait for an ad before allowing him to see content. The possible exception is VERY creatively injected ads (I'm seeing some divs that change during scrolling, sort of a peek-thru window effect to show background divs.) The problem is, these require, for lack of a better term, "artistic management" of the creative and volume ad servers like Adwords ain't "artistic."

rcjordan · January 23, 2014, 02:01:18 PM

<added>

I'm also seeing an uptick in sites counting the number of times you've visited then, at X times, forcing a subscription/pop-ups/etc. So far, they all seem to be using plain ol' cookies rather than IP-sniffing and I can circumvent them by allowing on entry then killing on exit. The average user, of course, isn't going to do that.

And we haven't even addressed the ever-rising mainstream use of ad-blocking software now.

Brad · January 23, 2014, 02:47:01 PM

>ad-blocking

I don't usually block anything but popups. I don't mind site owners getting impressions for my visit just as long as the ads are not too much in my face. However, some sites are getting desperate, ads that play music or run video on entry, banners floating across the screen like a dirigible and some pages so loaded down with ads, ajax and vote/like/repost buttons it feels like I'm back in dailup days waiting for the page to quit bouncing around while it loads. If it is too much or too long I hit the back button.

Rupert · January 23, 2014, 02:57:30 PM

Quoteads, ajax and vote/like/repost buttons it feels like I'm back in dial-up days waiting for the page to quit bouncing around while it loads. If it is too much or too long I hit the back button.

I remember meeting a chap who lived in Singapore I think who was an Adult affiliate. We were having a beer, and I was decrying popups... So irritating.. do you remember some pages that would bring down your computer with what seemed like an infinite number of pop up and pop unders?

He said something like , "I really hate them, but they do give me my best returns"

rcjordan · January 23, 2014, 03:01:50 PM

>best returns

And we know he's right.

Take a look at this one, scroll down to the body of the article.

http://www.csmonitor.com/USA/Latest-News-Wires/2014/0123/Why-Virginia-AG-changed-his-view-of-gay-marriage-ban

Brad · January 23, 2014, 03:37:11 PM

Rupert they used to call those spawning popups. Google finally cracked down on them.

>scroll down

I've not seen that slide in from the side type ad before. I did notice it. CSM has some class, the slide in is covering up other ads not the body of the article as some do.

rcjordan · January 23, 2014, 03:43:26 PM

>CSM

On a desktop I cannot read more than the first paragraph. They greek out all content after that.

>slide in

I'm seeing some aggressive use of slide-ins elsewhere. Can't remember where, though. Worst I've seen was on the left, covering some of content, and had no way to close it other than clicking.

Rooftop · January 23, 2014, 05:49:22 PM

Quote from: Brad on January 23, 2014, 01:32:31 PM
Quote from: Rupert on January 23, 2014, 07:14:59 AM
Is it just me, or do others only ever click on an ad on mobiles by accident?

I have NEVER clicked an ad deliberately. Its always because my fingers are too big.

Its not just you. I'm blind to most ads but especially to mobile ones.

There was some interesting stuff on this at BiddableWorld this week. I've had similar data put in front of me a few times lately. The users here are probably edge cases, but generally when people say that they don't notice ads they are wrong. Brand ads in particular sneak in on periphery conciousness and make some weird associations in the brain. In particular you are unknowingly more likely to have positive attitudes towards brands that you have been exposed to in this way. OK - you probably won't click, but they might still be doing a job.

I think that there is going to be a big swing to measuring ad visibility rather in display. I suspect that this will be coupled with a going trend to measure view-through conversions.