Facebook’s Mobile Ad Business Probably Just Got Even Bigger

Plugs in new high-performing promos to its network

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Facebook made roughly $2.9 billion on mobile ads last quarter, and today it revealed moves that could increase that number materially. The Menlo Park, Calif.-based tech giant added four products to its Facebook Audience Network (FAN), which lets marketers buy data-targeted ads across Facebook's mobile apps and various third-party apps.

The headlining addition is auto-play video ads that have proven popular with brands like Hotels.com in the last 17 months. Marketers will be able to leverage Facebook's wide breadth of user data to target the clips across its network. 

Carousel Ads, which have allowed brands to include multiple static images on mobile promos since May, were also plugged into FAN.

Additionally, Dynamic Product Ads enter as an option on the mobile network, letting retailers leverage digital pages around for-sale items as part of their Facebook ad strategy. According to Facebook, Juniqe, an online art retailer, has increased sales conversion rates by 50 percent employing these ads while reducing the promotional cost per purchase by 63 percent. 

And, Facebook's Click-To-Play Video Ads—which appear as an interstitial image before a consumer clicks or doesn't click to watch—are available via FAN.

Interestingly, Facebook said Carousel and Dynamic Product—both of which went live earlier this year—are already top performers in its portfolio of ad units. The company also stated that native ad impressions on mobile have grown 20 percent since March and now represent 80 percent of its ad business. 

Meanwhile, Facebook doesn't disclose the reach of FAN beyond its proprietary app. It would be informative to know how many third-party players have gotten on board. 

@Chris_Heine Christopher Heine is a New York-based editor and writer.