Facebook has accounted for one-third of all U.S. digital ad growth for the fifth consecutive quarter, according to Morgan Stanley. Even though overall ad growth is slowing down, Facebook is achieving new heights. With an increasing number of brands shifting towards mobile advertising, the social network continues to outperform the market.
Facebook preferred more than Google
Morgan Stanley noted, “Facebook — with its still-low pricing, industry leading reach and cross-platform targeting — is the main beneficiary and driver of the continued movement of ad dollars onto mobile.”
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Google tops the charts in terms of revenue from mobile advertising, but Morgan Stanley suggests that Facebook is doing the right thing to get more new ad dollars compared to Google. The research firm noted that marketers are giving preference to Facebook compared to any other platform.
Late last year, The Information’s Amri Efrati stated that online advertising growth will sprint on the back of mobile and video in the future months and years. Efrati also noted that in terms of mobile, graphical and video ads, Facebook is earnings three times more revenue than Google, according to analyst report.
Making Facebook more interactive
Facebook is firing on all cylinders by growing its video offerings and luring YouTube viewers. Additionally, the social network is testing its own internal search engine, making Google’s future prospects look grim, according to Morgan Stanley.
Innovation at Facebook never stops, as the company is determined to offer better services to users, thus luring them to spend more time on the platform. Recently, the company rolled out its Instant Article feature to create fast and interactive articles. The world’s largest social networking site notes that with more people using mobile devices to read the latest news, the company wants them to experience faster and richer content on its platform.
On average, it takes around eight seconds to load any article, which is the slowest single content type on Facebook. Instant articles, on the other hand, will allow content to load around ten times faster compared to standard mobile web articles.
It’s not just the content that will zoom onto the screen at an increasing speed but also new features that will “allow publishers to bring their stories to life in new ways,” says Facebook. High-resolution photos can be enjoyed by tilting the phone, and auto-play videos will play by themselves once the user starts reading an article. Other features include interactive maps, audio captions and likes and comments on individual parts of an article.