In order to help marketers conform to Facebook Audience Network’s native ad format, the social network created new native ad templates, as well as ad-management tools for native ads and the addition of a horizontal scroll feature.
Facebook’s Jenny Abrahamson offered more details in a post on the social network’s developer blog:
Our new native ad templates are based on common ad format sizes and native ad best practices. By using these native ad templates, publishers can define characteristics such as font, ad height, background color, button boarder treatment and a variety of other properties to make ad formats more in line with the app’s natural user experience.
We’re also providing a new way to manage multiple native ad requests to ensure that the highest-performing ad is delivered at the right time to the right person. Instead of designing a system to cache and deliver native assets, a publisher can pass control to the new native ads manager to handle this functionality, which will automatically optimize for highest-performing ads. With the native ads manager, publishers can pre-fetch up to 10 ads and deliver them in the best order ranked by yield.
We’ve heard from publishers that they want help building and optimizing a horizontal scroll — or as some call it, h-scroll — ad experience to increase ad engagement and maximize the number of ads shown in the app without increasing the overall number of placements. So we’re introducing an easy-to-implement h-scroll custom native template, as well as adding h-scroll support within the native ads manager.
Abrahamson wrote in her introduction to the new features that the number of applications using Facebook Audience Network has increased by five times since last October, adding that publishers are seeing CPMs (cost per thousand impressions) seven times higher for native ads than standard banners, and sharing these results from Facebook’s internal research:
- Banner ads tend to be ignored: People have trained themselves not to look at the top or bottom of an app — the most common locations for standard banner formats.
- Integrated ads outperform: An ad that is well integrated within the app design and naturally fits into the user flow has a much better opportunity of catching a user’s attention and ultimately leads to higher conversion rates.
- Poor ad experiences have a negative effect on engagement: Poorly placed ads, especially those that pop up when a user first opens an app, have an adverse effect on user experience and engagement, including lower interaction rates with future ads — even when those ads are well designed.
Facebook also shared some Facebook Audience Network success stories in a Facebook for Business post, saying that:
- The U.S. Navy boosted its campaign reach by 33 percent with the help of Facebook Audience Network ads.
- Rosetta Stone used Facebook Audience Network ads to drive installs of its mobile app, slashing cost per impression by nearly 40 percent and reaching users who were 30 percent more likely to purchase the app.
The social network also said marketing application-programming-interface developer Fiksu found that when users installed e-commerce apps via Facebook Audience Network ads, they were responsible for 20 times more revenue than users who downloaded those apps from other display network ads.
Readers: What have your experiences been like with Facebook Audience Network?