Facebook’s Mobility Challenge


This article touches on how Facebook and other large social media sites are addressing the issue of generating revenue and monetizing ad space on mobile phones.  Facebook, Twitter, and other large social media websites are struggling to translate the success of its website to mobile devices.  One of the problems is that screen space is limited on mobile devices.  Moreover, people have little patience for slow loading times.  Another big problem with mobile ads is that users are less likely to be responsive to advertisements that are intrusive.  People using the web on a computer click on online ads 8-10 times as often as the same ads on mobile devices.  It will be interesting to see how Facebook and other similar companies tackle this problem.  Will they be successful at creating successful advertising campaigns on mobile devices?  It would make sense for them to tackle this problem as society is moving to a more mobile world today.


3 thoughts on “Facebook’s Mobility Challenge

  1. Facebook and other companies will be successful at implementing advertising campaigns on mobile devices eventually. The service for mobile devices will continue to improve with faster service via 4G and beyond. The improved networks will make load times faster and lead to the perception of mobile ads being less intrusive. The probabilities of success will be even greater if Facebook and companies advertise to consumers based on their interests or current conversations to benefit to the experience.

  2. I agree that currently Facebook should put priority on how to get more web users involved into their mobile app and how to foster the word-of-mouth of the mobile app by creating better user experience. After all, large user base is the key to ad revenue. Admittedly, it may take some time for users to accept in-app ads for Facebook. But I believe people would finally get used to the “free+advertising” model like any other apps did.

    What’s more, for mobile ads, maybe developers should focus more on how to make them be targeted and useful for users; otherwise users would feel that these intrusive ads only negatively affect their viewing. Since it is easy to know users’ current location, it is more likely for users to see an ad in their language and on a topic that is relevant to their location and they are more likely to click these ads.

  3. According to the Financial Times, Facebook is rolling out these mobile ads in March; the timing of the announcement seems not so coincidental given the IPO excitement.
    I doubt, though, that mobile Facebook use will decline; those that are committed to checking their timeline or updating their status on the go, will probably be committed enough to endure some ads.

    What I think will be interesting, though, is assimilation time with the new format. As the NYT article cites, we’ve been dealing with online ads for 15 years; how long will it take until we just become numb to that extra sales pitch on our tiny screens?

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