Social media Advertisement
Social media advertising is what traditional search engine marketing was 5 years ago: constantly in development with major changes coming every other week. That's not to say that SEM has stagnated and development has stopped – it hasn't (enhanced campaigns anyone?).
The point is that 2013 has seen more changes and big leaps forward in social media advertising then any year before. The development boom hasn't slowed down at all this year and is propelling the entire social media space forward into 2014.
Here are five trends in social media advertising to watch out for next year.
More Twitter Ads
Twitter had a big year in 2013. The social media network saw changes across the user interface on desktops and mobile devices. The ad platform grew leaps and bounds. And perhaps most importantly, Twitter filed for and successfully completed their IPO.
Previously I wrote about what that meant for Twitter Ads. In short, using Facebook's IPO and subsequent development boom as an example, it is safe to assume we should expect big things from Twitter. Throughout 2013 and leading up to the IPO Twitter successfully overhauled the advertising interface and targeting functionality, launched TV ad targeting and created the impressive Lead Generation Cards.
Since the IPO in October, the Twitter development train has kept right on chugging. Now we have Tailored Audiences (remarketing), promoted accounts in timelines, and a true "broad match" for keyword targeting.
Now that Twitter is beholden to shareholders, expect this kind of rapid development in the advertising platform to continue. Ad revenue = happy shareholders.
Facebook Video Ads
TV advertising was (and still is) a fundamental piece to the modern advertising puzzle. Video has proven time and again to have significant impact on branding and purchasing decisions.
Now that the world is shifting their television habits online, this means that the video advertising model must shift with it. While the devices are different, the end customer will still be drawn to (good) video advertising.
YouTube is already killing it with their video ad campaign product. The InStream ad unit alone has so much potential. So, how does all of this tie in to Facebook? Videos are prominently featured in Facebook feeds organically. After they tested the "autoplay" video content organically, it was a natural progression to see this come to video ads.
This ad unit is still in testing at Facebook and the video plays on silent – so the impact won't be quite the same as what is seen on YouTube. However, I fully expect this testing to expand and for video to play a bigger role in Facebook ads in 2014. If Facebook is successful with video, who knows what implications that will have across the social media world?
Ads on Google+?
A few years into Google's gamble in social media and Google+ is still completely void of ads. Many people likely are quite pleased by this. Countless others (no doubt advertisers) are chomping at the bit waiting for the day that they can place targeted ads on this coveted real estate.
Will it happen in 2014? Well, just a few weeks ago it came to light that Google will begin testing +Post Ads. While this isn'tan ad unit on Google+, it allows brands to take quality Google+ posts and advertise them across the Google Display Network.
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