You now have a perfect opportunity to boost your mobile marketing performance. At the recent 2014 F8 Developer Conference, Facebook unveiled nine major mobile-related features such as Public Content Solutions and FbStart developer tools to help businesses improve their targeted advertising, develop richer mobile content, and deliver superior mobile advertising experience.
One feature in particular stood out from the crowd: Audience Network.
(Image by: TechCrunch)
For example, you can show ads on apps such as Angry Birds or WhatsApp if those apps have partnered with Facebook Audience Network.
This mobile network expansion will let businesses that currently use mobile Facebook ads (i.e. Facebook News Feed ads) reach wider audiences because now they can target customers who are away from Facebook and browsing on other mobile apps – an activity that takes up a majority of consumers’ free time these days. This feature will be especially convenient if you are a brick-and-mortar retailer since you will most likely be able to display customized mobile ads to shoppers who are near your store using location advertising in the near future.
In addition to wider reach, Audience Network also lets you engage with suitable audiences since the new mobile advertising platform displays relevant, personalized ads based on mobile users’ Facebook demographic, interests, or activities. Facebook’s social data has proved extremely effective when it comes to targeting audiences.
For example, Audience Network can display ads for ‘Game of Thrones’ to males and females between the ages of 20 to 30 who have ‘liked’ the show on Facebook.
(Note: Audience Network doesn’t share users’ Facebook info with third-party mobile application. It only uses it to mine data so that they can show relevant ads.)
This placement of targeted, personalized ads using Facebook social data will help you acquire higher mobile click-through and conversion rates because consumers are more likely to click on ads and purchase items that are relevant to them. Additionally, it will help you avoid wasting advertising dollars on unsuitable consumers since users who click on the ads are more likely to be qualified prospects.
Audience Network exemplifies the future of mobile advertising: using social data to target suitable audiences. For small businesses with limited ad budgets, tightly-focused audience targeting is essential if they want to avoid wasting their advertising dollars. Facebook Audience Network combines high quality social data demographics with broad reach.
This new advertising option will improve the relevance of mobile ads across a broader network, bridge the connection between brands and consumers, and most importantly, increase your financial returns from mobile advertising.