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    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

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    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

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    francis-ingram-naslovnica

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

Facebook sticks to Stories, hoping advertisers will turn around eventually

Facebook’s Q3 results show revenues are slowing down, and analysts believe that Stories are cannibalizing the Facebooks staple News Feed

01/11/2018
in News
3 min read
Marketers' budgets stick with Facebook despite the data scandal

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: AdAge

Facebook is counting on Stories to lead the future of its social networks, but the new way of sharing video has not caught on with advertisers yet. And the company’s sales growth is slowing down.

As Facebook released its third-quarter results Tuesday, ad sales hit $13.5 billion, up 33 percent year-over-year. By comparison, in last year’s third-quarter, Facebook’s ad revenues were up 49 percent from the year-ago figure.

By putting more emphasis on the Stories format, Facebook has been going through a metamorphosis similar to its transformation from a desktop-first offering to a mobile-first product starting in 2012, the year the company went public.

“Our effort to shift Facebook from News Feed first to Stories first hasn’t been as smooth as I hoped,” Facebook CEO Mark Zuckerberg said during a call with Wall Street analysts. “We don’t make as much money from them yet as we do from feed ads.”

Facebook is evolving from the News Feed, the main stream of content on the social network, to Stories, full-screen vertical videos that disappear in 24 hours. The video style was wholly inspired by Snapchat, the first social media company to see the appeal of ephemeral messaging and the videos that take up a phone’s screen in portrait mode.

“I just think that this is the future,” Zuckerberg said. “People want to share in ways that don’t stick around permanently.” He added that building up the Stories format “will take some time, and our revenue growth will be slow during that period,” like it was during the transition to mobile.

Facebook is so in love with the Stories format that it is available on all its properties — Instagram, WhatsApp, Messenger and the main social network. But the more time people watch Stories, the less time they spend in the main feeds on Facebook and Instagram, where ads are more valuable.

Stories ads cost $4 for 1,000 views, while ads in the feed cost about $5 for 1,000 views, said Aaron Goldman, CMO of 4C Insights, a social media marketing technology platform.

“Stories are playing an increasingly important role for Facebook advertisers,” Goldman said. “The format is already proven on Instagram, but adoption is picking up on core Facebook.”

Facebook inserted Stories into its main app last year, and ads only started appearing there last month. Instagram Stories is better-established and has run ads since last year. There have been concerns that the style of sharing is not as popular on Facebook proper as it is on Instagram, which is a more direct competitor to Snapchat and fighting for dominance among young people.

Across its properties, Facebook sees 1 billion Stories a day, Zuckerberg said. Most of those are thanks to Instagram.

Brian Wieser, senior analyst at Pivotal, said Stories are growing at the expense of Facebook’s News Feed cash cow.

“There are real limits around how much money exists in the advertising economy, and advertisers can only allocate so much to Facebook and its properties,” he said.

Facebook is also investing in Watch, another video offering it hopes can be the future of advertising. Watch is for publishers and TV networks to run premium programming on Facebook and share in ad sales. That too has been slow to take off.

Watch is still “way behind YouTube,” Zuckerberg said, referring to the primary competitor of the service, which is owned by Google. Watch is growing, but Zuckerberg was vague about how much, saying only that it grew threefold in the past few months in the U.S.

 

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