Why you should be looking at Facebooks Audience Network

Just a few months ago, Facebook announced which a Audience Network was upon lane for a $1 billion annual run rate. Pretty impressive for an register source thats reduction than two years old, as well as reflective of a degree to which Facebook Audience Network (FAN) is transforming a mobile advertising landscape, thanks to a focus upon local ads.In a investigate Facebook released in early April 2016, researchers saw a 10x year-over-year enlarge in FAN-enabled apps regulating local formats, as well as 83 percent of all Audience Network register is now starting to native, as compared to banner formats. Perhaps many importantly, earlier this year Facebook expanded FAN to mobile web register dramatically broadening a reach.The analogous performance as well as a larger strech have been responsible for a high level of demand, as well as they show why advertisers should perspective FAN as a critical mobile register source starting forward.The statsRecently, as partial of my work during Nanigans, we examined FAN-specific performance opposite thirty of a top-spending mobile app install-focused advertisers between January 1 as well as March 30, 2016. These sum total were then compared to those same advertisers performance solely upon Facebooks news feed over a same period.The results (registration required) showed which FAN placements commanded roughly 16 percent of sum budgets but drove 21 percent of installs. In conditions of raw increases, a FAN placements boosted sum implement numbers by 26 percent.Needless to say, this is a huge asset to these advertisers, as a capability to magnify their proven Facebook targeting to properties outward of Facebook maximizes a impact of their budgets.One of a initial hesitancies from online marketers per Audience Network is a lack of control. The murky inlet of a RTB (real-time bidding) landscape meant which advertisers, particularly over a last integrate of years, have rightfully demanded greater transparency as well as energy over where their ads have been shown.With FAN, most of which control goes away. Turning upon Audience Network is radically just a check box; Facebook determines where your ad is shown; as well as while we can collect performance data, we dont know where those ads were actually placed.The trade-off, as evidenced by those earlier implement figures, is which Facebook is really great during targeting users who collectively perform likewise or improved inside of a same audience we have been targeting in a news feed. As partial of which earlier study, FAN-specific CTRs, CPIs as well as CPMs collectively outperformed their news feed counterparts.Additionally, a local ad format equates to which we generally know how a ad is starting to demeanour to users with a same creative as well as call-to-action features which appear upon Facebook. As seen below, a ads themselves have a distinctly Facebooky form factor, separating themselves from a kinds of ads typically seen upon mobile.The use cases for Facebook Audience NetworkWhile a vast majority of advertisers regulating Nanigans have launched FAN-enabled campaigns, mobile app implement advertisers were between a first, particularly for their merger campaigns. With a mission to continually drive installs, these advertisers can run into saturation issues inside of their aim audiences upon Facebook over time.Audience Network represents an easy way to expand a strech of a campaign to constraint some-more new users, without sacrificing a advertisers targeting criteria or cost-effectiveness.Advertisers regulating ads to drive actions similar to website purchases have been some-more likely to occupy FAN to scale individual merger campaigns. Advertisers could do this for limited-time sales or to promote brand-new products, then use those initial user actions to inform subsequent remarketing campaigns upon Facebook.Regardless of your exact association objectives, a takeaway for any advertiser should be which Audience Network is worth testing, particularly for campaigns with a proven aim audience upon Facebook. Weve already celebrated advertisers achieving comparable or improved ROAS regulating FAN, as well as theres no reason to consider which this wont continue as register expands, broadening a capability to strech targeted consumers off of Facebook.Some opinions expressed in this article might be those of a guest writer as well as not necessarily Marketing Land. Staff authors have been listed here.(Some images used under license from Shutterstock.com.)

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