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  • Facebook has a massive global audience.

    臉書有非常龐大的使用群眾。

  • Every month, 2.3 billion people log into its namesake platform to connect with friends and family.

    每個月有 23 億的人登入這個匿名平台,和朋友及家人聯絡。

  • That reach is practically unprecedented, and advertisers have taken notice. Over seven million use the platform to reach customers.

    這空前絕後的行為吸引了廣告商的注意,有超過 7 百萬家廠商透過這個平台觸及消費者。

  • Advertising is the moneymaker for Facebook, comprising 99% of the company's overall revenue.

    廣告是臉書的搖錢樹,占了公司總營收的百分之 99。

  • In this video, we're going to explain how Facebook turns status updates and pictures of your dog into a multi-billion-dollar advertising empire.

    影片中,我們會解釋臉書是如何將你的動態和你家小狗的照片變成一個價值數十億的廣告帝國。

  • The global digital advertising marketing is effectively a duopoly controlled by Facebook and Alphabet's Google.

    全球數位廣告行銷有兩大巨頭佔領:臉書和谷歌。

  • In 2019, the two platforms are projected to control over 50% of the $327 billion market.

    2019 年時,這兩大平台已經控制這個價值 3270 億的市場的百分之 50 以上。

  • Facebook alone logged over $55 billion in revenue in 2018, up 37% year over year.

    2018 年時,光是臉書就賺進了超過 550 億,比前一年成長了百分之 37。

  • Facebook and Google tackle advertising slightly differently, but their success comes down to the same thing: targeting.

    臉書和谷歌操作廣告的方式有些微不同,但同一件事帶領了他們的成功:目標市場。

  • Targeted advertising uses sophisticated methods to let marketers drill down to specific audiences.

    目標性廣告利用複雜的方式讓行銷商能夠對特定的客層進行研究。

  • These groups have certain traits that are related to the product or message the advertiser is selling.

    這些客層與他們銷售的產品或傳達的訊息有關。

  • The traits might be demographic and involve gender, age, level of education, income level, or employment.

    這個方法有點像人口統計學,數據包括性別、年齡、教育程度、收入階級或職業。

  • Or they could be psychographic traits that focus on the consumer's values, personality, attitudes, opinions, lifestyles, and interests.

    這也或許是利用心理變數的策略,針對消費者的價值觀、個性、態度、想法、生活型態和興趣進行計算。

  • Add some behavioral variables to the equation like browser history, purchase history, and other recent online activity, and you have a very firm idea of who a consumer is.

    將行為變數帶入公式中,例如瀏覽歷史、購買紀錄和其他線上動作,你會相當確定消費者是個怎麼樣的人。

  • With all of these tools at their disposal, advertisers can focus on the most qualified people for their message, leading to better performing campaigns and higher return on investment for every ad dollar spent.

    透過這些計算工具,廣告商能針對最相關的客群傳達訊息,讓活動成效更好;也能讓投資在廣告上的錢有更高的回報。

  • Facebook is a goldmine for this kind of targeting because it knows who you are, where you work, your friends, and your interests from the pages you follow.

    臉書是這種目標性廣告的寶庫,因為他知道你是誰、你在哪工作、你的朋友,也能從你追蹤的專頁得知你的興趣。

  • And it has that data on a lot of people. As already mentioned, Facebook has about 2.3 billion global monthly active users.

    同時,臉書已經擁有非常多人的數據。如先前提及,臉書在全世界每個月都有 23 億的活躍用戶。

  • Its photo-sharing property Instagram also boasts about one billion monthly active users.

    他的照片分享附屬程式 Instagram 也宣稱每個月擁有十億的活躍用戶。

  • But some of that audience is more valuable to advertisers than others.

    但某些客群被認定比其他客群更有價值。

  • Of those 2.3 billion monthly Facebook users, about 10% are in the United States and Canada, and Instagram users in North America account for 13% of the company's total users.

    那些 2 億 3 千萬的臉書使用者中,有百分之 10 來自美國和加拿大;而 Instagram 在北美的用戶也佔了總用戶的百分之 13。

  • All told, North America made up 48% of the company's revenue in 2018.

    總計下來,北美洲就佔了公司 2018 總收益的百分之 48。

  • That's because on a per-user basis, users in the U.S. and Canada are more valuable to advertisers.

    這是因為在美國和加拿大的每個用戶,對廣告商而言都更有利。

  • Ad rates are generally a reflection of consumer purchasing power.

    廣告的比率通常反映了顧客的消費能力。

  • Worldwide, Facebook earned an average of roughly $25 per user on ads in 2018.

    透過廣告,臉書在 2018 年平均能對全世界每個用戶賺取約 25 美元。

  • But in the U.S. and Canada, that average was almost $110.

    但在美國和加拿大,平均則接近 110 美元。

  • Unfortunately, growth in Facebook's home market is going to be harder to come by because it's pretty saturated.

    不幸的是,臉書主要市場將會越來越難有所成長,因為他已經相當飽和了。

  • Just think about it. Thanks to the network effect, most people you know are on Facebook.

    想像一下,多虧了發達的網路,你認識的大多數人都在臉書上了。

  • That's why you're on Facebook.

    這也是為什麼你也有臉書。

  • The platform had 231 million monthly active users in North America at the end of 2016.

    平台在 2016 年底時,北美洲每個月就已經擁有 2 億 3 千萬位活躍用戶。

  • In the past two years, it's only added 11 million to that total. During that same time, the platform saw international monthly active users go from 1.6 billion to 2.1 billion.

    近兩年內,用戶數只增加了 1100 萬位。同時,每個月的國際用戶從 16 億增加到 21 億。

  • So, what's Facebook doing to adjust?

    那麼,臉書應該做些什麼改變呢?

  • The company has really turned on its ad engine for its other properties, like Instagram, to help maintain its growth figures.

    公司已經將目標放在其他附屬程式上,例如 Instagram,以維持他們的成長數據。

  • Specific numbers are hard to come by, but one source estimated that Instagram's U.S. ad revenue jumped 70% in 2018.

    準確的數字不得而知,但有份資料預估美國的 Instagram 廣告在 2018 年就增長了百分之 70。

  • Other sources say Instagram's overall revenue will grow to $10.9 billion in 2019, representing a 22.5% jump year over year.

    其他數據也顯示,Instagram 的總收益將在 2019 年成長至 109 億,代表著每年有百分之 22.5 的成長。

  • The company also has two messaging apps, WhatsApp and Messenger, that each have over a billion monthly users.

    這家公司也擁有兩個訊息程式:WhatsApp 和 Messenger,兩者每個月都有超過 10 億用戶。

  • But so far, Mark Zuckerberg and company haven't quite figured out how to monetize them.

    但到目前為止,Mark Zuckerberg 和公司都還沒找到透過這兩者獲利的方法。

  • Targeted ads are the reason investors like Facebook.

    目標性廣告是投資者們喜歡臉書的原因。

  • Long-term, the company will have to figure out how to port that model to its messaging apps or find another way to monetize its untapped platforms.

    長期來看,公司需要找到將這個營利模式套用在訊息程式上的方法,或思考如何靠那些尚未完全開發的平台上獲益。

  • Thanks for watching! If you have a company you'd like to see us break down, mention it in the comments section below

    謝謝收看!如果你有任何想看我們分析的公司,再下面留言給我們!

  • And be sure to like the video and subscribe to get more videos like this from The Motley Fool.

    也記得按讚並訂閱以在 The Motley Fool 上獲得更多類似的影片。

Facebook has a massive global audience.

臉書有非常龐大的使用群眾。

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【科技】怎麼都是廣告!Facebook 營運的秘密是?(How Does Facebook Make Money? Ads, Ads, Ads)

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    Angel Hsu 發佈於 2019 年 09 月 05 日
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