Extend Your Campaign’s Performance By Leveraging Facebook’s Audience Network

image credit: Facebook

Google is currently the reigning player with its Google AdMob Network and Apple’s iAds platform comes a close second. Even Twitter, with its acquisition of MoPub, the mobile advertising exchange too is about to launch its mobile ad network. But what  brings a disruptive innovation in the mobile advertising ecosystem is the recent Facebook launch of  its much awaited mobile ad network called ‘Audience Network’.

Facebook’s Audience Network allows developers to  run their advertising campaigns using Facebook's massive detailed targeting database. Thus apart from their  own ads, facebook now allows developers and advertisers to run  interstitial ads, banner ads  on third party apps. 

So what is the Facebook Audience Network and how does it help my business?

According to Facebook, it plans to fully capitalise through mobile  on its massive  database network. “ The Audience network allows a new way for advertisers to extend their campaign beyond Facebook and into other mobile apps. Facebook ads work because they are personal,  relevant and easy to measure on both desktop and mobile. The Audience Network brings these same powerful features to additional app based mobile experiences, giving marketers, even more scale for their Facebook campaigns. The Audience network uses the same targeting metrics that are available for Facebook ads today that includes audience segments and advanced app engagement metrics. It uses the same measurement tools as marketers use for facebook ads too.” 

With the Facebook Audience Network, developers and advertisers will be able to leverage facebook’s richness and breadth of data to serve ads according to the types of ads their audience want to see, from the brands they interested and in the format that is best feasible for their apps.  Apart from being a significant revenue pot big money spinner for the social media giant, the Facebook Audience network is likely to cause disruptions in mobile advertising.  With Audience Network, Facebook  brings their own ad targeting data  to third party mobile apps  for developers and advertisers. Thus, they can sell their own ads, target their specific audience, handle analytics and even route payments.

So how does Facebook Audience Network work? And What are its features?

Developers are just required to sign-up to avail the ad targeting tools and analytics that will thereon enable them to target and sell ads to third party mobile apps.Mark Zuckerberg, Facebook’s chief executive  too added at the conference, “the mobile ecosystem needs a way to deliver these kinds of native personalised ads to people, and I  am glad that we can deliver more than one million  active advertisers to your app.”

As explained in the F8 conference, the Audience network delivers ads in three creative formats to help developers/ marketers meet key business objectives like driving app installments and engagements. The three ad formats are IAB Banner, Full screen interstitial and native ad units to drive great performance and deliver the best possible ad experience. Further same images can be used across these three creative ad formats. The best app marketing companies can constantly optimise their ad campaigns by measuring app engagement, conversions and more by using either Facebook’s SDK or working with mobile management partner.

Further given the huge scale and database network resource of Facebook, it is possible they will likely enhance the larger marketing objective soon. Thus, the hyper-competitive mobile advertising arena is set for exciting opportunities ahead. 

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