Recently, Mashable announced a new native ad unit will be added to the company’s website. Called Social Lift, this new addition will allow brands to embed social media updates on the Mashable website. These ads will look and feel like Mashable posts.
“We’re doing this because we see brands are already creating a lot of compelling content that they want to share on social networks, and if a brand can create things people find truly engaging on social, that’s an opportunity for us to be involved and relevant to our audience,” said Pete Cashmore, Mashable CEO and founder.
The first social platform to see Mashable integration is Twitter’s Vine app. Friskies’ “Grumpy Cat” campaign is the trailblazer for this new integration, and its Vine featuring the famous meme is now running on Mashable’s homepage.
Eventually, Mashable will see integration with all social platforms. Even better, a “Like,” share or retweet from the Mashable page will translate directly to the source, meaning a Facebook “Like” will show up on your brand’s Facebook page, too.
See the article in AdWeek.
This couldn’t come at a more opportune time, as online advertisements are projected to make up a large chunk of advertising budgets.
“There’s currently about $800 billion in the global advertising market today. That’s a very large number, but online advertising accounts for less than $100 billion of that number,” said Google SVP and chief business officer Nikesh Arora in this article. “There is a reasonable probability that over 50 percent of advertising goes online in the next five years.”
According to Arora, the tipping point will be Internet-connected televisions. Which brings up the question: Will ads on these comprehensive devices be considered commercials or online advertisement? For marketers, this should come with open arms, considering agencies and companies can get feedback on television spots faster and earlier than ever before.
And Arora’s predictions should probably be trusted, considering in 2012 Google accounted for over 40% of digital ad revenue. According to this article by emarketer.com, By 2014, marketers will spend more than $20 billion on Google advertising, while digital ad revenue at Yahoo!, Microsoft and Facebook will each total just over $3 billion. And with Facebook posts now becoming ads themselves when they are integrated on the Mashable website, revenue from Facebook should increase even more.
While digital advertisement percentage gains are becoming less and less each year, the fact that there are still gains remains. (Ooh, a rhyme!) Retailers, who make up the largest percentage of online ad buyers, are forecast to increase their online advertisement budget by 14%, bringing the total to $9.4 billion. By 2017, this number is expected to reach $13.3 billion. This increase in retailer’s digital advertisements brings their total to 22% of online ad spending. Other top spenders in the online advertisement world are the companies which fall into the categories of financial services, consumer packaged goods (CPG) and travel.
According to this article by Mashable, “about two-thirds of their investments are in direct response ads (i.e., those designed to lead to a sale, rather than promote a brand).”
Facebook posts are not always promoting a product. Many times they are for brand awareness promotion only. Will companies begin to craft their posts around what they want to be advertising on Mashable? And if this is the case, will Facebook Pages become more of a storage place for an organization’s advertisements, rather than a place to promote the brand and increase customer engagement? I’m afraid if marketers are too focused on seeing an increased ROI from their integrated Facebook posts, that the posts themselves will be complete product-pushing sales pitches.
What’s your verdict? Do you think integrated Facebook posts will boost customers’ brand engagement or cause them to become annoyed with the brand?