Facebook bids to rid industry of ‘historic’ summer ad buying trends

Facebook is ramping up its education drive about mobile advertising on the site as it looks to shift the traditionally slow ad buying behaviour in the summer months and extract more revenue in this usually quiet time.

Facebok Pages Mobile

The social network today (18 July) revealed its UK mobile users in June rose 22 per cent year on year to about 18 to 21 million and has embarked on an education drive amongst media agencies and marketers as it looks to boost the attractiveness of its mobile advertising offer during the hot weather when consumers are out of the home.

Speaking to Marketing Week, Facebook regional director for the UK and Southern Europe James Quarles, said the company is hoping to change long-established buying behaviour, which appears to be based on habit rather than insight.

He added: “These summer months are typically a down period for TV and print and it’s relevant to know that at this time Facebook is available to reach a big audience with a marketing message.

“Our entire industry is built around the expectation that August is quiet – how many decades has that been the case? But we think there should be a real shift in planning. Mobile is so personal you take it out of home, to the beach, music festivals…advertisers that win will use that timeliness factor as well as the relevancy of the message and keep their creative similar to their out of home to provide this much stronger call to action.”

The recent hot weather has also seen a number of advertisers come to Facebook to book “TV plus” campaigns as they look to extract as much value out of the viewers that actually are still staying in and watching their pre-booked TV ads, Quarles said.

As well as releasing its mobile numbers today (18 July) ahead of its second quarter results next week, Facebook has been visiting a number of media agencies and clients with a branded ice cream van and other summer-related goodies to discuss the mobile opportunity with the site.

Quarles said his team is also looking to dispel “misinformation” in the market about its user base.

He added: “Our user base is out there, engaged and growing. We really want to show the power of Facebook and raise some awareness about the opportunity in a different way.

“I have one client that says ‘that’s our mobile strategy’ as if it’s separate from the rest of their marketing strategy. Facebook is just the same, the contextual format of the feed doesn’t change, it’s easy to book and flexible to change, we have an audience of 18 to 21 million Britons each day on Facebook mobile. Those are big planning numbers.

“The whole industry is built around history but I think the world has changed.”

Facebook will continue its education drive amongst marketers and agencies during the festive period, sharing insight about the “very unique way users really make decisions about visiting family, when to travel and shopping”.

When Facebook first went public last year, its shares slumped after weaknesses were exposed in the company’s mobile strategy. It soon introduced its first mobile advertising formats and now nearly a third (£820m) of its total revenue is derived from mobile, according to its latest quarterly results.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here