Survey shows Facebook’s mobile ad platform risks user backlash


By John Glenday | Reporter

March 1, 2012 | 2 min read

Facebook has announced its mobile advertising platform, dubbed the ‘Premium Reach Generator’, an application which allows brands to place sponsored stories in peoples news feeds.

The move has been regarded as counterproductive however with over a quarter of Britons claiming that they would ditch any brand or product if they felt that they were being subjected to too much advertising.

This proportion rises to 64% in the mobile sector.

Marco Veremis, President of Upstream comments, “Mobile has long been the next target in Facebook’s sights and speculation has mounted since it identified the lack of any monetization strategy for its 425 million mobile users in its IPO filing.

“Facebook must be careful as it rolls out mobile advertising that it makes full use of the technology available to deliver messages which are compelling and intuitive for the consumer to receive on the unique mobile phone format. By the very nature of mobile as consumers’ most personal and intimate device, it risks sparking a major backlash on privacy and user data grounds.”

The figures were compiled by YouGov which polled 4,159 adults in the UK and USA after being commissioned by digital marketing technology company Upstream.


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