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每日观察:关注Facebook IPO及广告效能(5.18)

发布时间:2012-05-18 11:33:56 Tags:,,

1)《游戏开发者》杂志日前发布的社交及手机游戏开发者技术调查报告显示,Flash是最受欢迎的开发工具,有59.2%社交游戏开发者使用这一工作,但只有6.1%开发者使用Flash Stage3D功能制作3D图像。

51%社交游戏开发者同时也使用Unity,这种情况表明未来还将出现许多基于Unity的社交游戏。

social game flash engine(from indiegamepod.com)

social game flash engine(from indiegamepod.com)

Facebook仍是最受欢迎的社交游戏平台,83.5%受访者在Facebook平台发布游戏,47%受访者针对特定网站发布游戏,仅有16.8%受访者面向Google+开发游戏。在面向特定网站开发游戏的群体中,66.7%受访者同时也入驻Facebook平台。有19%的Facebook游戏开发者也推出了Google+版游戏,100%的Google+游戏开发者都是Facebook开发者。

2)据venturebeat报道,Facebook日前确认公司在纳斯达克上市的股票售价为28美元,将通过本次IPO集资160亿美元。

Facebook IPO(from capseo.com)

Facebook IPO(from capseo.com)

如果每股售价38美元,Facebook目前的市值就是1040亿美元(在此之前,Facebook股票定价范围是28-35美元,后来上升至34-38美元),这种情况表明,Facebook股票市场需求极大。

Facebook之前计划通过本次IPO出售3.374亿股票,但本周三又追加了8400万股,这意味着Facebook将出售4.212亿股票,此时CEO扎克伯格的表决权将降至55.8%。Facebook公司本身将掌握其中的1.8亿股,也就是它将通过这次交易收获68亿美元,而其他股票则将由现在的Facebook股东所出售。

3)尼尔森日前发布的Facebook发展数据显示,Facebook在2005-2009年之间仍处于初级发展阶段,该时期每年在美国流量增加2倍左右。在2009年1月,Facebook才一举超越MySpace成为美国头号社交游戏网络。

unique audience by country(from )

unique audience by country(from )

2006年11月份,Facebook美国独立访问用户首次突破1000万(现在的这一数据已将近1.53亿,也就是每三个美国活跃网民中,就有两个是Facebook用户)。但直到2008年4月份,Facebook英国用户才超过1000万,在法国、西班牙、德国的这一历程则更为漫长。

fb-global-visitors(from  Nielsen)

fb-global-visitors(from Nielsen)

bubble-graph(from  Nielsen)

bubble-graph(from Nielsen)

2012年3月,Facebook在美国电脑及手机浏览器平台收获的独立访问用户近1.53亿,在当月所有美国活跃网民中占比69.6%。同一时期Facebook巴西独立访问用户在该国活跃网民中占比76.7%,在新西兰的这一比例也将近80%,在意大利则覆盖了该国70.5%的人口。

4)市场调研公司Greenlight最近调查结果显示,有44%的Facebook用户“从来不”点击Facebook页面的赞助广告或展示广告(游戏邦注:美国通用汽车公司在本周二透露,公司将停止向Facebook投放广告,因为这种广告效能不甚理想。通用汽车将削减1000万美元的广告费用,但仍计划投入3000万美元通过Facebook展开营销活动,这种情况似乎印证了Greenlight的调查结果)。

facebook-display-ads-never(from venturebeat)

facebook-display-ads-never(from venturebeat)

Greenlight调查样本为500名用户,其中包括学生、医务人员、会计、律师等群体,调查发现仅有3%受访者称自己会“定期”点击Facebook赞助广告,10%受访者“时常”点击广告。

30%以上的受访者称他们“极度不信任”Facebook处理用户个人数据的方式(Facebook广告计划允许广告商通过瞄准用户年龄、地理位置和兴趣爱好等个人数据,与8亿多潜在用户建立联系),但报告也指出那些点击Facebook广告的用户认为,这些广告内容“富有针对性和参与感”。

5)网络营销软件公司Wordstream最近发布的信息图表显示了Facebook与谷歌广告效能的对比情况:

从广告覆盖用户来看,Facebook与谷歌都处于一流水平,前者是全球最大社交网络,拥有8.45亿以上的月活跃用户,覆盖了51%的在线用户,每月页面访问量达1万亿;后者拥有全球最大的在线展示广告网络,在线用户覆盖率达90%, 每月广告印象达1800亿次。

但在广告营收和发展情况方面,Facebook落后于谷歌,Facebook在2012年第一季度广告收益为10.6亿美元,比2011年第四季度下降6.5%。而谷歌同一时期展示广告网络收益为29亿美元,比上一季度增长1%。

从广告效能来看,Facebok广告2010年在美国的CTR仅0.051%,低于2009年时的0.063%(游戏邦注:Facebook并未公开其广告的平均CTR,这是第三方分析公司Webtrends提供的数据);谷歌广告的平均CTR是0.4%,几乎是Facebook广告的10倍左右;Facebook广告CPC平均为0.8美元,谷歌广告CPC平均为0.75美元。

在广告种类方面,Facebook仅提供了Facebook Ad和Sponsored Stories这两种选择,而谷歌广告却有文本广告、图片广告、视频广告、移动网络/手机游戏广告这四种类型。

facebook-vs-google-display-network(from wordstream)

facebook-vs-google-display-network(from wordstream)

本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

1)Flash, Facebook lead social developer tech survey

by Patrick Miller

Game Developer magazine (Gamasutra’s sister publication) has published the results of its first-ever social and mobile developer technology survey in the May 2012 issue. (The May 2012 issue is now available via subscription and digital purchase).

Flash was the most popular development tool, with 59.2% of social game developers using it–though only 6.1% of developers reported using Flash’s Stage3D features for 3D graphics. Interestingly enough, 51% of social game developers also reported using Unity, so even though we haven’t seen many social games built in Unity released so far, it appears as though we’re about to see that change.

Facebook was the most popular social games platform, with 83.5% of surveyed developers publishing Facebook games, followed by 47% developing for a dedicated website, and only 16.8% developing for Google+. Of the games intended for a dedicated website, 66.7% are also targeting Facebook. 19% of Facebook developers are also developing Google+ versions of their games, while 100% of Google+ developers are also developing Facebook versions.

The full social/mobile tech survey offers more detail about server technology and cloud hosting services, desired middleware, analytics, and more.

The May 2012 issue of Game Developer also features a postmortem for Zynga’s Indiana Jones Adventure World, a deep dive into TERA’s free-targeting combat system, and more. You can purchase individual Game Developer issues or a subscription from the Game Developer web store, or download the Game Developer iOS app.(source:gamasutra

2)Confirmed: Facebook sets $38 share price for largest tech IPO in U.S. history

Jennifer Van Grove

Status update: Facebook has priced its shares at $38 apiece and will raise $16 billion (up to $18.4 billion with its over-allotment option) tomorrow in its long-awaited initial public offering on the NASDAQ, the company has confirmed.

At $38 per share, Facebook’s valuation is $104 billion — but expect its market cap to skyrocket Friday as shares exchange hands at breakneck pace and at increasingly inflated prices.

Facebook was initially targeting a range between $28 and $35 share, but later upped the range to $34 to $38 a share. Coming in at the top of the range is an indication of the extremely strong demand for the offering, which will be the largest tech IPO in American history in terms of the amount of money it raises.

Also in response to overwhelming demand, the social network, which had been planning to sell 337.4 million shares through its offering, added 84 million shares to its offering on Wednesday. The eleventh-hour maneuver — shares were pooled together from Facebook investors — means that Facebook will sell 421.2 million shares through its offering, and that Zuckerberg’s voting power has been reduced to 55.8 percent. Of that pool, 180,000,000 of the shares will be Facebook’s, so the company itself will get about $6.8 billion from the transaction. The rest of the shares are being sold by current Facebook shareholders.

Additionally, the IPO’s underwriters have the option of selling 63.18 million shares — up from 50 million shares — in an over-allotment option bankers call the “greenshoe,” which is designed to control price volatility and extract more value from the IPO.

Today’s pricing means that Facebook has ticked the final checkbox on its must-complete list before becoming a publicly traded company. Friday, CEO Mark Zuckerberg and team will ring the opening bell in a remote ceremony at its Menlo Park headquarters that will be simultaneously broadcasted at the NASDAQ.

Facebook confirmed the news to VentureBeat and posted a press release confirming the $38 price after the market closed today.(source:venturebeat

3)Facebook’s world takeover by the numbers

Jennifer Van Grove

With eight years, $2.2 billion in funding, and 901 million users under its belt, Facebook is set to become a public company. Thanks to data compiled by analytics firm Nielsen, we can revisit some of the more memorable moments of Facebook’s maturation process.

Between 2005 and 2009, for instance, Facebook was still working its way up the social networking food chain. During that period, the company managed to double its U.S. traffic each year, Nielsen found. In January 2009, Facebook surpassed competing social network MySpace to become the top social network in the U.S — and never looked back.

And here’s a fun tidbit you’ve probably forgotten: Facebook surpassed 10 million unique U.S. visitors for the first time in November 2006. Compare that to close to 153 million today — or more than two out of every three active online Americans — and you can see just how far the social network has come.

The company, however, wasn’t able to hit 10 million unique visitors in the UK until April 2008. In France, Spain, and Germany, the journey to 10 million uniques took even longer, but Facebook eventually passed those milestones in January, May, and November 2009, respectively.

But back to present day, we find that the social network reaches a majority of people active online in many of the countries where it is accessible.

In the U.S. in March, Facebook attracted a total of 152,763,000 unique visitors across work and home computers and mobile browsers. The figure represents reach to 69.6 percent of all adults active online in the month, according to Nielsen’s calculation.

Facebook also has an especially expansive reach in 10 other countries, including Brazil, Italy, the UK, Taiwan, France, and New Zealand. In Brazil, for instance, 76.7 percent of active online adults visited Facebook in March. In New Zealand, Facebook has nearly 80 percent reach to active online adults, and in Italy, the social network touches 70.5 percent of the population, based on Nielsen’s March 2012 data.

We’ve included a table and charts based on Nielsen’s data. Note that in New Zealand, Taiwan, the U.S., and Australia, Nielsen uses a hybrid measurement that incorporates mobile and tablet browser activity to calculate unique audience. In the other countries, expect for Switzerland, which shows measurement from home computers only, calculations reflect Facebook’s unique audience from home and work computers.(source:venturebeat

4)Research: 44% of Facebook users will ‘never’ click sponsored ads

Sean Ludwig

Turns out GM might have been on to something. New research from marketing agency Greenlight shows 44 percent of Facebook’s users say that they will “never” click on sponsored posts or display ads on Facebook.

UPDATE: Facebook sets $38 share price for largest tech IPO in U.S. history.

General Motors caused a stir on Tuesday when it leaked that the company would stop running ads on Facebook due to them not being effective. GM will drop $10 million worth of ads, but it still plans to spend $30 million on marketing through Facebook. That story was poor timing for Facebook, which will have its record-breaking IPO this Friday.

For its 2011-2012 Search & Social Survey, Greenlight surveyed 500 people, including students, medical staff, accountants, lawyers, and others, to gain insight about their behavior on Facebook and their sentiments toward the company. On top of finding out 44 percent would never click on display ads, only 3 percent of respondents said they “regularly” clicked a sponsored ad; 10 percent said “often.”

Also notable is that 30 percent of those surveyed said they “strongly distrust” Facebook with their personal data, which somewhat lines up with the CNBC polling earlier this week, in which 59 percent of people said they distrust Facebook on user data.

“With over 30% of respondents saying they ‘strongly distrust’ Facebook with their personal data, Facebook’s advertising program has an upward struggle,” Hannah Kimuyu, director of paid media at Greenlight, said in a statement. “Facebook’s advertising program allows brands to connect with more than 800 million potential customers, through targeting their age, gender, location, and interests — in other words, personal data.”

One plus side to Greenlight’s report is that the users who did click on Facebook ads found “the targeting effective and engaging,” Kimuyu noted. Perhaps that’s a sign that people will be less wary of Facebook ads over time.(source:venturebeat

5)Are Facebook ads really that bad?

John Koetsier

Facebook is getting ready for what may be history’s largest initial public offering for a tech company on Friday. But is it really a good business?

Maybe not, say an increasing number of critics, who point to how Facebook ads don’t work as well as marketers might hope. As a result, General Motors unfriended the social network, and now, says Larry Kim of internet marketing software firm Wordstream, Facebook ads aren’t converting surfers into customers effectively.

We’ve known for some time that Facebook ads have poor engagement. In fact, they have an average click-through rate of .05 percent, which is almost 10 times worse than Google’s display ad network.

That means that for every thousand viewers, precisely half a person will click on your Facebook ad.

For the full, ugly details, see Kim’s infographic at the bottom of this post.

Even for an increasingly ad-blind internet, that’s not just bad, it’s horrific. So VentureBeat talked to Kim and asked: What is it about Facebook ads that makes click-through rates so low?

“There are two factors, primarily,” said Kim. “The first has to do with ad formats. On Facebook, you have very vanilla, very basic ads only. They’re not very compelling, and not very engaging.

” In contrast, ad units on other sites or apps are richer, more media-centric, and more interactive. And, there’s simply more choice in style, size, and positioning.

“The second problem is ad targeting,” Kim said. “Facebook is really, really good at identifying demographics and interests, but not very good at deciphering intent.” In other words: Facebook knows who you are, but it doesn’t know very much about what you want right now. As Kim says, “Just because you like cars doesn’t mean you’re ready to buy a car today.”

The result is predictable: irrelevant ads. “We define relevancy as the right message to the right people at the right time,” says Kim. If a message isn’t relevant, you’d expect it to be ignored, and that’s what’s actually happening on Facebook, he says.

This, of course, compares poorly with Google, where intent is much clearer, particularly on searches. If someone is Googling for a specific keyword right now, it’s a pretty good indication of their intent — much better than the fact they “liked” Car & Driver‘s Facebook brand page some time ago.

So what’s causing the issue? Kim blamed lack of innovation. Sponsored ads were Facebook’s most recent ad format update, but Kim is not impressed. “I applaud Facebook for trying to be more engaging and relevant, but this is their second ad effort in six to seven years.”

“I wish Mr. Zuckerberg could be open to the possibility that ads would not ruin Facebook, and delivering the right ads could deliver value to both advertisers and users,” Kim said. “I think it would be really profound if they could get a clue.”(source:venturebeat


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