通用有意撤廣告 臉書廣告效益掀波

「華爾街日報」（ WSJ）今天引述消息人士說法報導，全球汽車巨擘通用 汽車（GM）計劃停止在臉書上打廣告。 網路行銷公司技術主管金恩（Larry Kim）說：「 目前為止，臉書廣告平台無法跟上其社群網站的爆炸性 成長，執行長祖克柏（Mark Zuckerberg）是否會視廣 告為營利來源，也有待觀察。」 金恩說：「祖克柏在本月寫給（未來）股東的信超 過2500字，但當中只提到廣告1次。」 根據線上廣告專門公司WordStream，雖然臉書和搜 尋引擎巨擘Google同樣擁有非常多使用者，但Google的 廣告點擊率是臉書的10倍以上。Google提供的廣告形式 也是臉書的2倍，包含影音廣告和行動遊戲。 WordStream說：「相較之下，就廣告形式和效益而 言，Google提供廣告主更多價值，臉書有許多需要急起 直追的地方。」 分析師表示，智慧手機或平板電腦成為登入社群網 站的熱門工具，但臉書尚未支援上述兩裝置的廣告，且 廣告目標選項也比Google有限。 佛瑞斯特研究公司（Forrester）分析師在部落格 文章中表示：「當臉書越是為服務使用者不斷精進，它 服務行銷者的角色就越差。」 「某種程度來說，臉書仍未發現對行銷者的一貫成 功模式或手法，來帶進與網站龐大使用者相對的巨大收 益。ZYhRainbow Mandarin 彩虹汉语

The Wall Street Journal (WSJ) today quoted sources saying reports, the global auto giant General Motors (GM) plans to stop advertising in the face of the book. King, Larry Kim, said: "So far, the Facebook advertising platform can not keep up with the explosive growth of its social networking site, chief executive of Zuke Bo (Mark Zuckerberg) whether television advertising as a source of revenue, the technical director of Internet marketing company, also remains to be seen. "King said:" Zuke Bai wrote in this month (future) shareholder letter more than 2500 words, but only mentioned advertising online advertising specialist companies WordStream, face book and search engine giant Google also has a very multi-user, but Google's ad click-through rate of more than 10 times of the face book. Forms of advertising provided by Google is also a face book, including audio and video ads and mobile games. WordStream, said: "In contrast, forms of advertising and efficiency provided by Google advertisers more value, face book need to catch up." The analyst said, smart phone or tablet PC login community website Popular tools, face book does not yet support the advertising of these two devices, and ad targeting options are more limited than Google. Analyst at Forrester Research (Forrester) in the blog entry said: "When the book of the face more service users continued to improve the role of service marketing is worse." "To some extent, the face the book has not yet found a consistent success in the marketing mode or means, into the huge gains relative to the large site users.ZYhRainbow Mandarin 彩虹汉语