Facebook Announces Audience Network
As expected, Facebook announced its Audience Network, it’s new mobile ad network. Product management director Deb Liu revealed it on stage at f8.
CEO Mark Zuckerberg called it the first time Facebook is going to help you monetize in “a serious way” on mobile. Here’s a look:
Right now it’s still considered an “expanded test,” but it’s a way for advertisers to extend into other mobile apps. It lets them use the same targeting capabilities as other Facebook ads as well as the same measurement tools.
“For marketers already running News Feed ads on Facebook, using the Audience Network takes just one click,” the company says. “The Audience Network will be available in all ad interfaces, as well as the API. Once a campaign is running in the Audience Network, our system handles optimization and delivery.”
There are three formats: banner, interstitial, and native. None of these require you to upload new creative. They use the same images you use for regular Facebook ads.
“With the Facebook SDK or by working with a mobile measurement partner, marketers can measure app engagements and conversions, demographic information and more,” the company says. “The results from Facebook campaigns and Audience Network campaigns can be broken out separately to show what’s working, or results can be viewed comprehensively.”
At first, the Audience Network is will cater to advertisers looking for app installs or app engagement, but will be opened to other marketing objectives later.
Facebook says it expects performance from the ads to vary in the early days.
It will roll out to more advertisers in the coming months.
Images via Facebook