“As Facebook looks to new formats such as mid-roll video ads and messaging ads, concerns remain over video ad engagement, measurement and more,” said eMarketer analyst Debra Aho Williamson, in a new report on the company’s advertising revenue prospects.
(The full report, “Facebook Advertising 2017: Five Factors that Could Rein in Future Growth,” is available only to eMarketer PRO subscribers.)
Facebook’s News Feed is now nearly 11 years old (it launched in September 2006), and ads have been a part of it for five years. Concerns about ad load are putting pressure on Facebook to come up with its next big revenue drivers, said Williamson.
This report, based on extensive interviews with marketers and ad agency executives, digs into five factors that could affect future growth—and what marketers need to know about them.
Some ad executives who spoke with eMarketer are ready for Facebook to deliver more ad formats that exist outside of the News Feed.
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