Facebook is taking the wraps off its mobile ad network after saying the early results helped lead to big gains for apps like Shazam and game makers like Glu Mobile, the developer behind Kim Kardashian: Hollywood. The company said today that the Facebook Audience Network is now open to all advertisers and publishers after a limited launch at April's F8 developers conference.
Facebook said Shazam, the app that identifies songs, increased its ad revenue by 37 percent just by plugging into the Audience Network. Also, Glu Mobile made twice as much money from ads on the Audience Network compared to the price commanded from other mobile ad networks. The Kardashian game has been a hit since launching and is said to be on pace to tally $200 million in ads and in-app purchases.
In fact, probably not coincidentally, just yesterday the Kardashian game launched as an app within Facebook. The game is all about dating your way to the top of Hollywood.
As for Facebook, its Audience Network is helping the site expand to mobile advertising outside its own walls. Last week, Facebook launched an ad server, Atlas, that would help advertisers target ads across the Web using the social network's unique personal data.
The Audience Network started with just app-install ads, but it's branching out with new formats, including link ads, "meaning any advertiser can use the network to drive traffic to its mobile website," Facebook stated in its announcement today.
Facebook said advertisers are seeing value from their ad campaigns. Walgreens saw clicks jump on ads from the Facebook network: the click-through rate increased five times. HarperCollins increased impressions by 16 percent.