App ads and E-commerce are the future of Facebook

Gokul Rajaram, Facebook's advertising director, Gocourt Lagaram about Facebook's advertising business in a media interview, and believes that app advertising and E-commerce are the future of Facebook.

Of all the important mobile businesses in Facebook, Lagaram that the biggest opportunity is in app advertising (appvertising).

When a user uploads a photo or video with one application, it appears in the dynamic of their friends. Application developers can promote their products by paying the way. Application developers need to pay 1-3 dollars to Facebook for each application they install.

Lagaram the role of Facebook in advertising as a "midrange funnel", related to a consumer-oriented marketing model called the "buy funnel". According to the view of La Dirham, brand advertising or display ads are "early funnel". Search ads are "late funnel", where consumers are ready to buy, they only need to reach the completion of the transaction status. The "midrange funnel" means that consumers are preparing for a purchase but usually need help from friends to make them determined.

Lagaram is optimistic about the prospects for Facebook's "offers" discount service, which he believes could further simplify the process of buying "sponsored content (sponsored Stories)". The content of "sponsored content" is the core advertising product that Facebook has launched for companies that create fan-specific pages on Facebook.

Facebook recently acquired a social gift for mobile apps Karma,karma is committed to pushing friends to buy gifts for other friends in the context of birthdays, and similar features are expected to be integrated into Facebook in the future.

Lagaram, who worked for Google, sold the start-up Chai Labs to Facebook two years ago and joined the latter in charge of the advertising business.