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Since 2012, News Feed ads have been the center of Facebook’s business. But the number of ads the company can show there is approaching its upper limit. As Facebook looks to new formats such as mid-roll video ads and messaging ads, concerns remain over video ad engagement, measurement and more. This report, based on extensive interviews with marketers and ad agency executives, digs into five factors that could impact future growth—and what marketers need to know about them.
"Ads in the News Feed have helped Facebook achieve enormous success in digital display advertising, with revenues far ahead of other publishers."
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Net US Digital Display Ad Revenues for Facebook, Google and Snapchat, 2017 (billions)
Net Digital Ad Revenues Worldwide, by Company, 2016-2019 (billions)
Net Display Ad Revenues Worldwide, by Company, 2016-2019 (billions)
Net US Digital Display Ad Revenues, by Company, 2016-2019 (billions, % change and % of total)
Expected Change in Social Ad Spending According to Advertising Professionals Worldwide, by Platform, Dec 2016 (% of respondents)
Net Digital Ad Revenue Growth Worldwide, by Company, 2016-2019 (% change)
Facebook Users Worldwide, 2015-2020 (billions and % change)
US Social Media Users Who Are Using Select Social Media Platforms More/Less than 6 Months Ago, April 2017 (% of respondents)
A Few Signs of Slippage
US Usage Metrics for Facebook vs. Instagram, July 2015-Jan 2017 (% of respondents)
US Facebook Users Who Use Facebook Less Often, by Age, 2006-2017 (% of respondents in each group)
Change/Expected Change in Time Spent Using Facebook over the Past Year vs. Next Year According to US Facebook Users, by Age, Nov 2016 (% of respondents in each group)
The Fake News Effect
Importance of Digital News/Current Event Sources According to US Internet Users, Dec 2016 (% of respondents)
Digital Video Ad Spending Share According to US Senior Ad Buyers, by Platform, 2016-2018 (% of total)
Difference Between Facebook and YouTube Video Ad ROI According to US Ad/Marketing Professionals, Sep 2015-Feb 2017 (% of respondents)
Reasons that US Agency/Marketing Professionals Are Secure in Their Facebook Ad Spending Despite Recent Audience Tracking Errors, Dec 2016 (% of respondents)
Concerns with Digital Advertising According to US Media Planners, Aug 2016 (% of respondents)
For Heineken, With Ads of 6 Seconds, Facebook Is a Mobile ‘Billboard’
Why This Beauty Brand Doesn’t Care if Facebook Copies Snapchat
Facebook’s Ad Load Ceiling an Issue for Chef’d and Other Brands
Absolut on Facebook’s Video Ad Strategy: ‘Time Will Tell’
CMO One-to-One: Nestlé Waters Has Faith in Facebook Despite Fake News Troubles