Continuing its focus on what it describes as high growth countries, Facebook is looking to improve the ad experience on mobile platforms. Another step in this direction is the introduction of bandwidth targeting, an ad tech that acknowledges the varying network speeds in emerging markets and enables advertisers to reach people based on the network connection — 2G, 3G or 4G — whichever used most while accessing Facebook.
Facebook already offers the option to reach people based on the type of device they use whether it smart phones, feature phones or tablets, as well as device model and operating system. However, advertisers wanted the ability to segment based on connection speed in high-growth countries as it would help in creating better ad experiences.
Targeting by mobile network type helps advertisers choose creative that will run smoothly on any given device and connection speed. For example, serving a video ad to people in Indonesia with 2G connections may mean wasted impressions if people are unable to load the video or it buffers for minutes when clicked. Optimising the creative — for instance, targeting a video campaign to people with high-speed connections, and swapping in an image or link ad for people with slower connections — means better ads for businesses and better experiences for people seeing the ads.
dTac, a mobile operator in Thailand, could use new mobile network targeting to tailor creative to their audience. To smartphone users on 3G and above, a video ad could be served. To people using slower networks, an image or link ad could be shown
Right people, with the right message
Paying attention to the details of how people are connecting can also help advertisers craft more compelling localised campaigns.
Advertisers such as Vodafone in India are testing these new targeting capabilities with early positive results. “We are excited about the new mobile targeting option on Facebook which allows us sharper targeting to a relevant audience. We hope to see more such technology innovations across the industry,” commented Ronita Mitra, Senior Vice President, Brand Communication, Insights and Online, Vodafone India.