Brand advertisers may need to rethink their Facebook strategies as the social media channel moves away from social engagement and toward direct-response advertising, according to an eMarketer report. "Facebook's targeting is getting very sophisticated, and advertisers can segment audiences into smaller and smaller buckets, but many brand advertisers are more accustomed to buying ads aimed at mass audiences," said Debra Aho Williamson, eMarketer's principal social media analyst.

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