Facebook announced that the Audience Network will be expanding to include support for mobile web, bringing the value of native ad formats and people-based marketing to a new set of publishers.
They’re also enabling 2.5 million Facebook advertisers to reach more of the people they care about on mobile devices.
Since its October 2014 launch, the Audience Network has been delivering real value for people, publishers, and advertisers; they recently shared that in Q4 2015 they reached a billion dollar annual run rate for advertising spend through the Audience Network, with the bulk of that value being passed to publishers.
Facebook’s focus is on creating real outcomes for advertisers, such as sales or app installs, and providing publishers with a metric to optimize towards their Advertiser Outcome Score. Unlike other networks, the Audience Network rewards quality publishers based on the value they create for advertisers.
Expanding to More Publishers
Digital media consumption in mobile web browsers grew 53 percent from 2013 to 20151. In fact, on average news sites receive approximately 40 percent of their traffic from mobile devices2 and 93 percent of their mobile audiences come via mobile web1.
Until today, publishers had limited options to create rich and engaging ad experiences for the people who visit their mobile websites. Over the past several months they’ve worked with global mobile web publishers Hearst, Elite Daily, USA Today Sports Media Group, Time Inc. and more, to test the Audience Network for mobile web in a closed beta. Publishers like Answers.com are seeing positive results:
“Answers is thrilled to be an Audience Network for mobile web beta partner. As one of the web’s largest premier publishers, we’re always looking for innovative ways to monetize our high-quality content. The Audience Network for mobile web showcases Facebook’s unique approach to providing value for publishers and advertisers and is already becoming one of our top monetization partners on the mobile web. With the company’s massive reach and unrivaled audience targeting capabilities, this new offering will be a game-changer for the digital publishing industry.” — Rich Dredge, CEO Answers.com
With the company’s massive reach and unrivaled audience targeting capabilities, this new offering will be a game-changer for the digital publishing industry.” — Rich Dredge, CEO Answers.com
Native Formats for Your Mobile Website
They’re expanding into the 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 their 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. They’re also helping publishers create easy-to-implement native versions of standard formats, such as 300×250 medium rectangle, to improve the ads experience of every ad served from Audience Network.
Integrate Easily and Join the Beta