Company: Facebook (FB)

Blueshift’s initial research indicates Facebook attempting to better appeal to advertisers and marketers through new initiatives, with results as yet undetermined.

1. The success of Facebook attracting advertising dollars will depend largely on whether Facebook ads can effectively sell goods and if it can be measured in a way that shows value to advertisers. To address current concerns about its disappointing ad revenue growth, Facebook is in the process of offering advertisers an entirely different tracking system, while also consulting with third-party firms to learn how to better communicate Facebook’s advertising value to big brands.
2. To drive business for Facebook marketers, the company recently introduced three new solutions for marketers: a new “Page”, which allows a brand to tell its story, “Reach Generator”, for a brand to better communicate with fans, and “Premium on Facebook”, which helps a company’s important messages reach a larger audience. Additionally, Facebook is making it easier for marketers to locate prospects using its search engine feature.
3. In a new report from eMarketer, Facebook’s U.S. mobile-advertising is projected to quintuple next year, with mobile advertising revenue expected to reach $387 million compared with $72.7 million expected in 2012, positioning the social media company No.2 behind Google.

To gain further insight into how brand advertisers feel about Facebook’s platform and what their spending patterns are when it comes to advertising on Facebook, Blueshift will gather data and issue a market research report from sources in the following areas: Media buyers/planners at large advertising firms, media buyers/planners at small digital firms, advertisers using Facebook, and industry specialists.