(Reuters) - Facebook company, hurt question, think advertisements social network to provide enough decompression explosion, is preparing to published data to deal with it criticism, and display "click" select the current measure, saying only half of the story.
1 the world social network, a few days ago the initial public offering may, General Motors (General Motors) announced it is pull the plug on all pay for advertising in the Internet feel embarrassed, will think is big brand marketing should give up industry is obsessed with number click and concentrate on more effective advertising technology.
Less than 1% of the store sales and click on the advertising people on Facebook brand advertising activities, according to a new study says, has been Datalogix Facebook and through the establishment of partnership, a data mining company, tracking the real world retail sales.
"We ended in the world of click for the king, and said:" brad, Mohr wood, the head of the Facebook measurement and opinions, and put forward some Facebook survey results in an advertising is the biggest conference in New York on Monday.
Mohr wood, say, in the design of online advertising, in order to strive for click meaningful certain types of enterprise - such as ground rang instant online sales of electronic commerce company - click not related to the brand marketing.
Through the partnership Datalogix, Facebook said it can now provide brand marketing actual in-store sales their advertising campaign on Facebook has generated data - always click on a more useful than feedback. Datalogix tracking advertising on Facebook and real world spending from retail shops and establishment of consumer purchase information, it and Facebook advertising display data matching relationship between.
THE SWEET SPOT
Facebook's promotion, marketing personnel to provide more feedback, the the company's revenue growth and its advertising effectiveness is still a topic of controversy. The end of the third quarter Facebook, its share price dropped 43%, because of its IPO in recent months, have introduced various new advertising function, including advertising design of intelligent mobile phones to watch.
"Advertisers already more and more attention to questions about the effectiveness of the vocal music Facebook, said:" the key research group analyst Brian d thay.
Click became part of the index selection, because they have been with Google company performance. The world number one Internet search engine provides a effective and easy to measure forms of advertising, because it can make the marketing personnel at present, they are looking for a specific products to consumers' hands.
If consumers click search advertising, the work is done.
Facebook think, brand advertisers, trimming consumers see the number of advertising, and ensure that the advertisement has reached all of the target audience is more effective technology.
According to Moore, wood, marketing personnel can from their advertising rate of return on investment increased 40%, focus on advertising so-called frequency. Not a Facebook users see advertising 100 times, in addition users see advertisement only two times, for example, Facebook said it will soon provide for specific advertising campaign ads show the ideal digital advertisers insights.
"The use of Datalogix tools, we will be able to understand what is the sweet spot," Moore, Westwood said, adding that, how will Facebook often control each user see advertising.
And he said, many big brand advertising activities, didn't even hit half their target audience. However, advertising campaign, the key is to get the best arrival rate is 88%, more effective in improving their rate of return on investment, Facebook said, the studies have shown that.
Get online advertising click to break their key won't be easy, but Facebook said it is advocated in the technology is the standard of TV advertising.
Vick Kathuria, groupm group parent company WPP media agency management partner said, there are different ways to measure the effectiveness of online display advertising industry is a long-term desire.
Click on the percent of pass "as index may not be related to the five, six years ago, said:" Kathuria, said his company was with Facebook about this.
"(small wood) do, is we have been saying let's talk about the big brands dollars, in this case, how do you measure the curative effect, and not click rate."
However, persuade network brand advertising industry, and change its habit, may need a period of time, eMarketer analysts Debra AHuo · Williamson said.
"For advertisement, click is a strong sign that someone at least may be interested to know more about their own brand, said:" Williamson. "It becomes easy to focus on click on a measure of success."
Facebook because trying to convince the marketing personnel have different ideas, this also is trying to ease privacy issues.
Facebook partnership and Datalogix privacy advocates, they say social network company may violate the terms have not obtained the user's expressly agreed to share their personal information privacy solution and the federal trade commission make a complaint.
Morse, wood said the only information to the people Datalogix by certain marketing information. He added that Facebook does not accept any personal consumption from Datalogix information.




Other News:
Iran atomic cooperation could spur fast sanctions relief: Clinton
Facebook's new pitch to brand advertisers: forget about clicks
Policeman accused over football stadium disaster to retire
In North Dakota, hard to tell an oil millionaire from regular Joe
Billionaires cool on London property as rich-bashing grows
California on track to link CO2 scheme with Quebec in 2013
Republican senators: U.S. oil reserves should be kept for emergency
Policeman accused over football stadium disaster to retire