US Senior Biddable Manager, Jonathan Yantz, sat down with Adweek to discuss recently released news from Facebook. The social platform has begun to test ads in search on its mobile apps and Marketplace, which has, so far, been ad-less. Jon delved into the possible consumer reaction, how these features might work best, and what brands and users should be thinking about, saying:
“Users are already used to seeing ads across Facebook at this point, so it is unlikely to be jarring to see them present in search or Marketplace. In fact, users who are on the Marketplace pages are already in a shopping mindset, so ads—especially those that are ecommerce—or product-focusedؙ—could actually be a boon and, overall, a good feature for the platform to explore.”
“People are likely to use Facebook search in a different way than they use Google. They are searching Facebook for friends, events, pages and apps, so it is important that the ad opportunities align. These ads will make the most sense for the discovery of brands (new brands, re-positioning, new movies, etc.), promoted events or promoted apps, aligning them with the kind of searches users intend to perform.”
Overall, these new features could present a good opportunity for brands looking to expand their scope on Facebook.
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