Facebook turns its back to media and advertisers
Journalist Joshua Benton from the niemanlab.org portal has recently used an excellent analysis to follow an interesting media discussion about Facebook’s relationship with media and advertisers. Namely, The Australian owned by the Murdoch group has launched a digital content subscription campaign in response to Mark Zuckenberg’s alleged statements that Facebook no longer cares about media outlets or Facebook-generated traffic.
Numerous discussions about the alleged statements were also made on Twitter. Most commentators have put emphasis on the part where Facebook does not care about the media. Rarely have „hastened“ part of the statement saying that generating traffic over this social network is a thing of the past. It’s clear that this sounds shocking, especially if we take into account that 99% of Facebook’s bids for advertisers relate(d) precisely to generating traffic and the recommended content. However, in the last two years, Facebook has been striving to reduce the amount of traffic that media companies generate through this social network (see below).
Wondering why Facebook does it? The answer is quite clear and unlikely: trends in the marketing industry are changing from day to day, and product buyer or user of the service is more and more put in the foreground. Facebook no longer wants to be a platform for sharing mass volumes of free and often quality questionable content.
New trend in advertising industry – native networks!
It would not be fair to hold grudge against Facebook for changing its business strategy, especially because in the advertising industry the scene takes on new channels that bring even better results. It is about native networks like Midas that are used by almost all media in the world and that bring them a big percentage of traffic (from 5 to 40%). At the same time, native network advertising generates exceptionally high quality traffic because it is a content that is naturally integrated with the media that is being sold. Users stay longer on the page, bounce rate is negligible, and pageviews per session are in the range of organic and direct traffic. Or simply, the user reads the content that interests them and does not perceive it as an imposed advertising. This has been recognized by advertisers, not only in the world but also in Croatia and the region! Hundreds of clients use Midas and all the advanced options they provide, such as retargeting, conversion measurements, goals and so on.
Campaign management has never been easier. The client gets network access and automatically tracks their own ads on more than 160 sites. Of course, our team is always at your disposal for help with the campaign. The number of satisfied clients we work with grows day by day and Midas has become the dominant native network in the region. After Croatia, it has just been launched in Serbia, and it has been announced to continue expanding.
Let us know and experience all the benefits of advertising through native networks! 🙂
Izvor: www.midas-network.com