So, what is the Facebook Audience Network and why is it important?
Facebook Audience Network is an extension of Facebook’s vast targeting capabilities. It allows developers to offer ad spots in their mobile apps to brands with similar fans and audiences across Android (version 8 and above) and iOS (6 and above) devices. Advertisers can leverage Facebook’s 50+ targeting options to promote their business on the Facebook Audience Network using traditional ad types like banners and full-screen interstitials, as well as native ads that can be customized to mirror the app’s look and feel. Facebook has said the ads will look and behave similarly to their existing mobile app ads, containing the same elements (custom message, image, call to action).
Benefits to app developers:
- Facebook Audience Network will assist with mobile app monetization by delivering high-relevance ads from 1 million+ advertisers to app users
- Developers can filter out specific advertisers and categories of ads for each app
- Linking an app to the Facebook Audience Network allows monitoring of ad placement clicks and impressions over a specific time frame, as well as access to revenue estimates
- Shared report access means adding team members as admins and keeping them in the loop
Benefits to advertisers:
- Facebook Audience Network boosts the reach of mobile app ads by serving them up to highly relevant audiences off of Facebook
- Ads go through a rigorous vetting process to ensure they are formatted correctly
- When clicked, an ad on the Facebook Audience Network will take a user directly to an app store, mobile website or existing app
Protection for Facebook users:
- The Facebook Audience Network does not pass information about users back to the publisher
- Users can enable “Limit Ad Tracking” in their device settings (iOS only) or an advertising opt-out on Android
- All apps in the Facebook Audience Network are manually reviewed for quality, compliance and adherence to Facebook’s advertising guidelines
At the moment, Facebook Audience Network is in beta, which means developers must apply and be accepted to the program before they can begin integration with Facebook’s SDK. As the Audience Network continues to ramp up, stay tuned for further opportunities — both for brands and direct response advertisers to reach a wider audience with extremely targeted mobile campaigns, and for developers to monetize quickly and easily by delivering the mobile ads users are most likely to engage with.