Facebook announces ad targeting based on bandwidth connection

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By Justin Lafferty Comment

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Facebook on Wednesday introduced a new way to target ads: based on bandwidth connection. This will help advertisers reach users whose mobile connection may not be best for video ads or other data-hungry methods.

This new feature allows advertisers to target based on mobile connection: 2G, 3G or 4G.

Facebook Product Marketing Manager Brendan Sullivan announced this in a blog post:

Targeting by mobile network type helps advertisers choose creative that will run smoothly on any given device and connection speed. For example, serving a video ad to people in Indonesia with 2G connections may mean wasted impressions if people are unable to load the video or it buffers for minutes when clicked. Optimizing the creative — for instance, targeting a video campaign to people with high-speed connections, and swapping in an image or link ad for people with slower connections — means ads can perform more efficiently for the people seeing them.

This is rolling out globally today to advertisers through the Ad Create tool, Power Editor and the API. All data in this feature is anonymous, as Facebook notes that audiences for network-based targeting are developed by aggregating groups of people based on connection type.

Ronita Mitra, Vodafone India’s Senior Vice President of Brand Communication, Insights and Online, commented on this new feature:

We are excited about the new mobile targeting option on Facebook which allows us sharper targeting to a relevant audience. We hope to see more such technology innovations across the industry.

Readers: How do you feel about the ability to target ads based on bandwidth connection?

Top image courtesy of Shutterstock.

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