Facebook’s mobile ad network isn’t just for apps anymore
27.01.2016 281 views
Facebook Inc.’s Audience Network, its fast-growing mobile ad network, has begun placing ads on mobile websites. The mobile ad network previously only placed ads on mobile apps.
Noting that digital media consumption via mobile browsers rose 53% between 2013 and 2015, Mike Murphey, a Facebook software engineer, in a blog post notes that by expanding Audience Network’s scope Facebook will provide more opportunity for retailers and other advertisers to drive sales.
“Our focus is on creating real outcomes for advertisers, such as sales or app installs,” he writes.Audience Network enables marketers to use all Facebook’s targeting tools to present ads to consumers across mobile apps—and now sites. Roughly 80% of the ads that retailers and other advertisers aim at consumers via the mobile ad network are native ads, which are ads that match both the form and function of the platform they appear on. In large part that’s because native ads perform roughly seven times better than standard banner formats, Murphey writes.
Facebook worked with such publishers as Hearst, USA Today Sports Media Group and Time Inc. to test Audience Network on the mobile web.
The announcement comes a few weeks after the social network announced that, for the first time, Audience Network had a $1 billion annual run rate during the fourth quarter with the bulk of that money going to publishers who let Facebook place ads on their mobile apps. The run rate extrapolates a particular time period’s results to predict future returns. In other words, Facebook’s post suggests that roughly $250 million ran through Audience Network in the fourth quarter.
Source: Internet Retailer
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