Facebook is giving marketers more places for their ads. In the land that time forgot in favor of apps, but that consumers continue to use, mobile Web traffic is actually increasing. That’s why the social media giant is expanding its Facebook Audience Network’s “support for mobile Web, bringing the value of native ad formats and people-based marketing to a new set of publishers,” according to a Tuesday Facebook for Developers blog post.
“Facebook will now help publishers sell advertising on their mobile websites, potentially broadening its footprint in mobile advertising,” reads the lead in an article Tuesday in the Wall Street Journal.
Explaining its move, Facebook’s Mike Murphey says consumers’ mobile Web use increased 53 percent from 2013 to 2015 and “on average, news sites receive approximately 40 percent of their traffic from mobile devices and 93 percent of their mobile audiences come via mobile Web.”
Publishers including Hearst, Elite Daily, USA Today Sports Media Group, Time and Answers.com saw positive results, he says. Publishers can join the beta stage and, once approved, start placing ads immediately, Murphey says.
Here’s how Murphey says advertisers will see publishers placing their ads:
We're expanding into mobile Web with successful native formats that make up over 80 percent of the impressions on the Audience Network today and perform up to 7x better than standard banners formats. Publishers can now leverage our fully customizable native units, and innovative formats like carousel ads that showcase multiple images to create unique ad experiences that match the look and feel of their mobile website. We're also helping publishers create easy-to-implement native versions of standard formats, such as 300x250 medium rectangle, to improve the ads experience of every ad served from Audience Network.
How will marketers use this option?
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