Facebook made a big and largely expected announcement on April 30th. The social media network introduced its new mobile advertisement network called Facebook Audience Network. The new initiative helps developers and advertisers to make more money with their app and to find the right audience for their ads.
The new introduction was part of the F8 developers’ conference, organized by the U.S. company. The conference was dominated by mobility and its impact on Facebook’s worldwide platform. They presented a number of important new applications, including Facebook Audience Network, which enables businesses to extend their campaigns beyond Facebook and into other mobile apps.
Facebook Audience Network
As it’s currently in beta, access to the ad network is limited to a small number of, “top managed mobile app advertisers.” Facebook plans to eventually roll out the program to all mobile app advertisers. The Audience Network is, in essence, a next step in the world of online and mobile advertising creating a revolution in the way ads are being presented and targeted to mobile users.
The idea behind the Audience Network is that advertisers can use all the targeting they were used to on Facebook, but now extend the reach of those campaigns to other apps as well. With Audience Network, future marketers are able to completely customize banners, interstitials, and native ads to match the particular aesthetic of their brand’s app. From there, Facebook’s network of advertisers can serve users with relevant ads.
“We’ve done a lot of work over the years to help you build and grow your app and this is really the first time we’re going to help you monetize in a serious way on mobile,” Mark Zuckerberg, CEO and chairman of Facebook, said during F8, “The mobile ecosystem needs a way to deliver these native, personalized ads to people.”
The Audience Network uses the same targeting available for Facebook ads today, including Custom Audiences, core audiences and lookalike audiences. It features the same measurement tools that marketers use for their Facebook ads too. The key driver is that the Audience Network brings these same powerful features to additional app-based mobile experiences, giving marketers even more scale for their Facebook campaigns. It will also help advertisers increase app engagement and installs, but then will expand to include more marketing objectives as well.
Other introductions during F8
Zuckerberg not only showed the new mobile ad system at the F8 conference, but also announced improvements to its universal login feature. One of the new features is anonymous login, which is a new way to handle customer profile management for unique users across devices without forcing the user to give up personal data. It allows brands to promote app downloads to users who don’t want Facebook sharing their personal information across several devices and applications.
The social media network also presented an app growth acceleration service called FbStart. The new app leverages existing technology from Facebook partners such as Adobe, MailChimp and Salesforce desk to help businesses grow and monetize their apps.