How is Facebook advertising going to look in the next few years?

The past month has seen Facebook reach its 10 year milestone. Invariably, this led to a deluge of articles about the social media giant. Facebook was examined from all angles, providing different perspectives, various predictions and basically trying to get a piece of the 10-year coverage pie. We, at SimilarWeb’s blog, felt it was an important story and published several Facebook articles. Some were opinionated and some included traffic statistics about Facebook, drawn from SimilarWeb PRO.

At the 2014 MATI conference, I had the pleasure of attending a talk by Menachem Sallian, SVP of Matomy. The talk regarded Facebook advertising and where it’s heading in the next few years. Menachem believes that Facebook will have a significant impact on the online advertising world, much in the same way that Google did 10 years ago.

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Mark Zuckerberg’s announcement about the ongoing development of Graph search for mobile is going to have a significant impact on mobile ads, says Sallian. We’ve already seen its impact on desktop ads, which were released around the end of May 2013, so I have faith in this prediction.

Sallian also explained how Facebook is not planning to restrict itself within its own social niche and format. Facebook is in the process of biting into Twitter with its newsfeed and hashtags. According to an article published by, on February 11th, Twitter are retaliating with their new profile page design – look familiar, Mr Zuckerburg?! Personally, I’m not sure if it’s the smartest move for them, but that’s an entirely different discussion.

Sallian also predicted that Facebook will gradually remove the right-hand side ads, leaving only sponsored stories, which will grow. Not sure if I agree with this specific prediction, but I can see the logic behind it, with Facebook constantly talking about user experience and ad relevancy. Sponsored stories certainly do look more natural than the side ads.

About the Author -

Natalie Halimi is the Head of Marketing Communications & Education at SimilarWeb. With over 10 years of experience in marketing, Natalie has promoted services and products in the B2C and B2B arenas, in various industries.

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