Facebook Audience Network Available to More Brands; Link Ads Now Supported

By David Cohen 

FacebookAudienceNetworkAdTypes650Facebook extended availability of its Facebook Audience Network mobile advertising network, which it announced at its F8 global developer conference in San Francisco April 30, and the social network also announced that link ads are now supported.

Facebook announced in a post on the Facebook for Business page that advertisers that are eligible to use Facebook Audience Network will be informed when they access their ads interfaces — the ads create tool, Power Editor or the ads application-programming interface — adding that all app ads and link ads are eligible for inclusion.

Ads delivered via Facebook Audience Network are available in three formats (displayed above) — banner, interstitial and native (see Shazam example below) — and all of the social network’s targeting and measurement features can be used.

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Facebook said in a post on its developer blog:

The Audience Network shows people the right ads by extending Facebook’s targeting to third-party apps. This means the ads match the interests of people, just as they do on Facebook. It also means people are more likely to engage with the ads.

Facebook’s 1.5 million advertisers can now extend their Facebook campaigns to the Audience Network with just one click. This gives our publishers and developers access to a huge pool of demand that includes many of the best brands that advertise on Facebook. It also means people see ads from the brands they care about.

The Audience Network offers multiple ad formats — native, banner and interstitial — so developers and publishers can show ads that work best for their app. Native ads allow publishers to customize their ads, so the ads can fit seamlessly within their app’s flow. Publishers like Le Monde, Deezer and IGN have already designed native ads that perform well and match the look and feel of their apps.

Early users of Facebook Audience Network are pictured in the graphic below, and the social network offered the following testimonials from some of those developers and publishers in its posts on the Facebook for Business page and developer blog:

Walgreens saw its reach rise 5 percent and click-through rates jump by four to five times during its tests of Facebook Audience Network, and Adam Kmiec, its senior director of mobile, social and content marketing, said:

Facebook understands how to connect with customers any time, on any screen and with the right message, and the Audience Network only further supports this approach.

Facebook Audience Network resulted in a 16 percent gain in impressions for HarperCollins, and Jennifer Hart, senior vice president, associate publisher and group marketing director of the publisher’s William Morrow imprint, said:

The Audience Network has helped us reach potential new readers outside of News Feed. We’ve found the Audience Network to be a very effective marketing tool, and we’ve used it for some of our best-selling authors, including Susan Elizabeth Phillips and James Rollins, just to name a few.

Game developer Machine Zone said its cost per install is down and it has found new, highly engaged players for its games, and chief revenue officer Deepak Gupta added:

In the U.S., on both iOS and Android, the Audience Network has allowed us to open up additional traffic segments that monetize on par with mobile News Feed.

Glu Mobile said Facebook Audience Network is helping it to monetize its red-hot title, “Kim Kardashian: Hollywood,” with president of publishing Chris Akhavan adding:

We’ve seen CPMs (cost per thousand impressions) that are double or better with Facebook’s Audience Network compared with other top ad networks. We end up being able to show our users fewer ads because with the Audience Network, we can show the right ads to the right people.

And music-recognition and sharing app Shazam reported that Facebook Audience Network has boosted its revenue from ad networks by 37 percent, with director of product management Rhiannon White saying:

The Audience Network has delivered phenomenal performance for us. The targeting means the ads are more relevant to our users, and the diversity and quality of advertisers is top-notch.

Readers: What are your impressions of Facebook Audience Network?

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