Several factors contribute to Facebook’s unusual position in the digital environment. For example, Pandora is often on in the background, and users can tune out the ads or simply not hear them. Similarly, while digital video is an engrossing activity, viewers can easily ignore or skip ads, and targeting the right viewers is still challenging for marketers in the nascent medium. On the other hand, Facebook users’ attention is likely to be closely focused on content, where interspersed ads are not so easily ignored (even if users prefer they could be). In addition, Facebook has worked very hard to convince advertisers its audience, customer data and targeting capabilities are the best advertisers can buy, which has contributed to its trending ahead of the market. Read the rest at eMarketer.
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