Hace unas semanas, facebook salía a bolsa con unos resultados que, según
un gran número de expertos bursátiles, eran más que previsibles. Sin
embargo, esto ha producido un cambio en la estrategia de la compañía a
la hora de gestionar la publicidad de la mayor red social, implementado
cambios sutiles en la medición de las acciones publicitarias que han
cogido desprevenidos a agencias y anunciantes.
La nueva metodología dará una nueva forma a las agencias y anunciantes para medir la efectividad de las iniciativas de Facebook, facilitando un nuevo catalogo de herramientas de medición de la iniciativas en la red social y eliminar la importancia de métricas ya anticuadas como los "me gusta", CPM, CTR y clics. Y es que para todos los medios, no todos los públicos y anuncios tienen el mismo valor o los mismos objetivos.
La nueva metodología dará una nueva forma a las agencias y anunciantes para medir la efectividad de las iniciativas de Facebook, facilitando un nuevo catalogo de herramientas de medición de la iniciativas en la red social y eliminar la importancia de métricas ya anticuadas como los "me gusta", CPM, CTR y clics. Y es que para todos los medios, no todos los públicos y anuncios tienen el mismo valor o los mismos objetivos.
El cambio en la forma de medición de Facebook se basa principalmente en
la forma en que se registra e informa la forma en que los usuarios
interactúan y hacen clic en los anuncios y los contenidos. En resumen,
significaría que, lo que hasta ahora se ha considerado una conexión,
ahora se ha dividido en diferentes acciones, ofreciendo transparencia y
oportunidades para diferentes métricas de interacción.Hasta este cambio en la forma de medir la publicidad, Facebook se enfrentaba a un gran reto debido a su incapacidad de medir el impacto de marketing en sus programas de conversión online y offline por al s limitaciones relacionadas con el rastreo.
Una de las nuevas herramientas se llama "Exchange", que basada en utilizar datos de fuera de Facebook, permite segmentar a los usuarios de la red social centrándose en las oportunidades de re-marketing y generar conversiones off-site. Esta herramienta se encuentra en sus primeras etapas de funcionamiento y requiere un tiempo de prueba y ajuste aunque parece que va en la dirección adecuada.
[English Versión] A few weeks ago, Facebook went public with results which, according to a large number of securities experts, were more than predictable. However, this has been a change in the strategy of the company in managing the advertising of the largest social network, implemented subtle changes in the measurement of advertising campaigns that have caught unprepared to agencies and advertisers.
The new methodology will provide a new way to agencies and advertisers to measure the effectiveness of Facebook initiatives, providing a new measurement tool catalog of initiatives in the social network and eliminate the importance of metrics and outdated as "I like "CPM, CTR and clicks. And is that all media, public and not all ads have the same value or the same goals.
The change in the way of measurement of Facebook is based primarily on the manner in which records and reports how users interact and click on the ads and content. In short, it means that what has hitherto been considered a connection has now been divided into different actions, offering transparency and opportunities for different metrics of interaction.
Until this change in the way of measuring advertising, Facebook faced a great challenge because of its inability to measure the impact of marketing programs online and offline conversion of the s limitations related to the trace.
One of the new tools is called "Exchange", which based on using data outside of Facebook, allows users to segment the social network focusing on re-marketing opportunities and generate off-site conversions. This tool is in its early stages and requires a time of testing and adjustment although it seems that going in the right direction.
The new methodology will provide a new way to agencies and advertisers to measure the effectiveness of Facebook initiatives, providing a new measurement tool catalog of initiatives in the social network and eliminate the importance of metrics and outdated as "I like "CPM, CTR and clicks. And is that all media, public and not all ads have the same value or the same goals.
The change in the way of measurement of Facebook is based primarily on the manner in which records and reports how users interact and click on the ads and content. In short, it means that what has hitherto been considered a connection has now been divided into different actions, offering transparency and opportunities for different metrics of interaction.
Until this change in the way of measuring advertising, Facebook faced a great challenge because of its inability to measure the impact of marketing programs online and offline conversion of the s limitations related to the trace.
One of the new tools is called "Exchange", which based on using data outside of Facebook, allows users to segment the social network focusing on re-marketing opportunities and generate off-site conversions. This tool is in its early stages and requires a time of testing and adjustment although it seems that going in the right direction.
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