Over the past few years, Facebook has gradually placed less emphasis on brands being “social” and more on them purchasing “media.” And despite the complaints that seem to accompany each network change, brands have been following its lead. In fact, this year Facebook will capture a 31.2% share of total display ad spending in the U.S.
It’s clear that the future (and the present reality) of marketing on Facebook is in paid media. But the good news is that in Facebook’s efforts to become the digital advertising powerhouse, it’s continually updating and launching new tools to help marketers more creatively and efficiently get their messages in front of the right audiences. Such was the case last week. (more…)