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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags Facebook

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

Matt Kapko

CIO (US)
Show Comments

Cool Tech

Toys for Boys

Family Friendly

Stocking Stuffer

SmartLens - Clip on Phone Camera Lens Set of 3

Learn more >

Christmas Gift Guide

Click for more ›

Brand Post

Bitdefender 2019

This Holiday Season, protect yourself and your loved ones with the best. Buy now for Holiday Savings!

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?