Facebook is Experimenting Ads in Groups Now
One topic that dominated Facebook’s second quarter earnings call last July – was the issue of ads overload on users’ news feeds.
According to Facebook’s CFO David Wehner, by middle of next year Facebook will max out the ratio of ads to organic feeds in users’ news feeds. Till then though, this is what he has to say: ““We anticipate ad load on Facebook will continue to grow modestly over the next 12 months”.
Facebook now is looking at new avenues for revenue. One idea is ads in Facebook Groups.
Ads in Facebook Groups is a win-win situation for both Facebook and advertisers. By reducing ads on the news feeds, Facebook will be able to give users a more satisfactory experience. And on the other hand, advertisers will have access to more granular demographics as the audience in the Groups are organized around specific topics or communities and classified by interests.
According to Facebook, its Groups feature has more than 1 billion users. At present, Facebook is running a trial by placing ads on the mobile and desktop versions of the Groups in Australia, Canada, Ireland and New Zealand.
The Groups ads will look the same as those appearing on users’ news feeds now. They will be targeted by Group topics and the standard identity-based targeting.
It however, remains to be seen how this ‘incursion’ will be taken by members of the Groups – especially those from the closed and secret Groups.