Publishers rely on Facebook at their own peril

A new report spotlights the challenges publishing companies grapple with on Facebook as the social giant continues to gain power over publishers even as it regularly changes policies and causes confusion.

A new report from video advertising company Mixpo details how today's publishers place their futures in the hands of Facebook and its algorithms. Every time Facebook changes its policies, as it did last month, publishing companies are reminded of the potential perils that come with relying on Facebook for their audiences. However, the data suggests publishers have little choice.

Publishers overwhelmingly cite video as the biggest trend in digital media today, and video makes them even more dependent on Facebook, according to Mixpo. "While social distribution helps publishers grow mobile [video] traffic, and perhaps even exposes their content to new audiences, it has also left publishers vulnerable and eliminated significant money-making opportunities," Mixpo wrote in the report.

Facebook dominates online publishing

Video is the fastest growing ad format in digital media, and Facebook video ads are a top priority for publishers, with 36 percent saying they use or plan to use the format this year, according to the report. Advertisers will spend almost $10 billion on digital video ads this year, marking a 28 percent increase from 2015, according to eMarketer.

"The gap between advertiser demand for video ads and publisher supply of video inventory is notable," Mixpo wrote in the report. "This seller's market has made video a valuable ad product for publishers, but it has also created pressure to find new ways to deliver video and take full advantage of 2016's video boom."

[ Related: Social networks continue to eat news publishers' lunch ]

While publishers are increasingly anxious about Facebook's power over them, 24.3 percent still use or plan to use the company's mobile-app ads. Almost 23 percent expect to use link ads, 22.1 percent have plans to use "page like" ads, and 20.9 percent use or plan to use photo ads, according to Mixpo.

Finally, while Facebook's Instant Articles, which load in users' News Feeds up to 10 times faster than standard web articles, may help, publishers are skeptical. "While the improved user experience of Instant Articles sounds compelling, publishers are wary of becoming dependent on third-party platforms that define how their content is monetized," Mixpo wrote. Only 13.6 percent of the publishers surveyed by Mixpo say they use or plan to use Instant Articles.

Join the PC World newsletter!

Error: Please check your email address.

Tags Facebook

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Matt Kapko

CIO (US)
Show Comments

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?