Publishers are experiencing success through Facebook’s Instant Article feature. Though many were at first unhappy with the feature’s performance, today publishers enrolled in the program say the Instant Articles generate the same amount of ad revenue per page view as their own websites and apps do.
The program allows publishers to host content directly through Facebook, instead of through links. In December, Facebook responded to publisher’s complaints and relaxed the restrictions on the volume and type of ads that Instant Articles can host. The goal of this change to the program was to help publishers generate more revenue through Instant Articles.
Big name companies like Business Insider and entertainment site, Mic, are using Instant Articles to generate revenue. Business Insider is only posting select pieces through Instant Articles, but has so far been pleased with the revenue the program has helped them to generate. Mic, on the other had, has opted to publish its content exclusively through Instant Articles. Mic’s content was getting the same amount of traffic on the Facebook program as through it’s own Web platforms. Chief strategy officer, Cory Haik, said, “There’s no downside for us.”
Joe Speiser advertises through Facebook’s Instant Articles and has seen positive change. “The biggest stumbling block with Instant Articles was that we were making less there than with visits to our own site. We are now seeing parity with our mobile Web version,” Spesier said.
Another user, Joe Alicata, vice president of revenue product and productions at Vox Media , said, “The changes definitely had a positive affect. The greater ad load has probably had the biggest impact for us.”
If publishers sell and service the ads themselves, they receive 100 percent of the revenue generated through Instant Articles. Publishers who would rather utilize the Facebook Audience Network keep 70 percent of the revenue. Despite the 30 percent commission Facebook gets from its Facebook Audience Network, many publishers see the added benefit in using Facebook’s mobile ad network. Through the Facebook Audience Network, publishers have seen increasing CPMs and fill rates, meaning few ad impressions are left unsold.
Facebook plans to continue updating and improving its Instant Articles program based on publishers’ responses. “Direct feedback from our partners has been crucial to developing Instant Articles,” said a Facebook spokeswoman. “We’re working with publishers to make advertising within Instant Articles simple and valuable, and we’re excited to hear that the latest round of updates has been helpful,” she said. For more information on this article [click here].
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