Almost six months after launching Audience Network to a limited demographic at its F8 conference, Facebook has extended the ad service to marketers worldwide.
In the same way as Atlas lets desktop and mobile sites run ads outside of Facebook’s walled garden, Audience Network makes it possible for any app developer to build a placement for the social network’s ads.
The global availability of Facebook Audience Network is set to instil even more competition in an app advertising market that already includes the likes of Twitter MoPub, Google AdMob and Yahoo Flurry among others.
Ads without boundaries
Advertisers benefit from this extended reach of Facebook’s advertising by being able to target consumers on other mobile apps using Facebook data. For example, when somebody uses Shazam they could be shown an ad based on a like or action from Facebook.
Facebook Audience Network offers three different types of ad, two of which are IAB standard. Marketers can choose between a banner, interstitial and native format that have been created to fit their apps without any issue.
To accompany the app install and app engagement ads that were already available, Facebook is also rolling out link ads that will help an advertiser use the social network to drive traffic to its own mobile website.
Higher CTR and reach
There has been mixed feedback from advertisers so far, although all have reported various improvements. Online pharmacy Walgreens saw a 5% increase in reach and a four to five-times higher clickthrough rate, while HarperCollins noted a 16% rise in impressions.
One hurdle Facebook will face is in educating consumers about the benefit of Audience Network. At present, iOS and Android offer options to limit ad tracking and opt out of interest tracking.
Facebook has been working on its mobile network as far back as 2012, but its strategy then shifted as the product was earning little revenue. Now, though, the social network is hoping to build on the money it already makes from internal ads on the news feed.