Warc, 28 August 2014
NEW YORK: Advertisers using Facebook to reach a mobile
audience now have another variable to consider in their media planning as the
social media giant has introduced an option allowing them to target users based
on the strength of their phone signal.
That means, for example, that they can avoid wasting time
and money serving data-heavy video ads to people who might only have a 2G
connection, a factor that will be of benefit to marketers in emerging markets
where mobile phone networks are less developed and where feature phones still
predominate.
Reporting the development, Advertising Age also noted the
"yawning gap" between where the majority of Facebook users are
located and where most of its money comes from: the US, Canada and Europe
account for just 38% of monthly active users but 72% of ad revenues.
In addition, it said, Facebook's user base in developing
markets was growing at four times the rate of its combined user base in its
main western markets.
The company's increased focus on emerging markets was also
evident last month when it reported that it had been trialling 'missed call'
ads in India – where the user rings a number and then hangs up to activate a
return call that delivers a pre-recorded audio message – which had generated 16
times more calls than all other media combined.
CEO Cheryl Sandberg indicated then that the service would be
rolled out in other developing markets, such as Indonesia and Brazil.
Similarly, it created Facebook for Every Phone, an app for
feature phones which is faster than the mobile site and feels more like a
smartphone app.
According to a spokeswoman, the new facility for targeting
mobile signal strength works across all of the company's ad units and also in
conjunction with all other targeting options as well as enabling advertisers to
target ads across Facebook's mobile network of third-party apps.
Data sourced from Advertising Age; additional content by
Warc staff
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