What Facebook’s new Mobile Ad Network means for the Hispanic market
What: Facebook launched the Facebook Audience Network, a mobile advertising network that provides the ability to target users across the applications they use while targeting them based on the information they have shared with Facebook. The new product will allow brands to advertise on third-party apps using Facebook’s detailed targeting data.
Why it matters: This allows to engage U.S. Hispanics across the social sphere in a mobile setting without the need of having mobile specific landings. An increasing amount of campaigns will be able to be extended to Hispanics with these mobile extensions.
Facebook launched the Facebook Audience Network, a mobile advertising network that provides the ability to target users across the applications they use while targeting them based on the information they have shared with Facebook. Facebook's new mobile network will let advertisers use both standard banner ads and custom units.
This news gives us more leverage to what has been already done in social for the General Market.
The new ad network will compete with companies like AdMob, InMobi, and Twitter, which has taken a similar approach to mobile advertising since acquiring the ad network MoPub last year. The number of Facebook’s mobile-only users number is around 341 million. 59% of Facebook ad revenues now comes from mobile and these revenues are growing at a high rate. To satisfy the increased number of mobile users, the company has been attempting to become a “mobile-first” company and improving its tools to advertise to mobile audiences. The Facebook Audience Network is a part of this development.
What does FB's new mobile ad network mean for the U.S. Hispanic market?
"I would think that this new audience platform plays well to marketers that want to use the mobile “killer app” which we now know is FB, in a way to reach audiences through better, more targeted means," Xavier Mantilla, SVP Multicultural at UM, tells Portada. Mantilla adds that for "U.S. Hispanics this allows us to engage across the social sphere in a mobile setting without the need of having mobile specific landings, but leveraging the FB ecosystem for brands. I think it’s smart thinking on behalf of FB to push forward with the mobility piece as it will probably be a great add-on to mobile search and maybe grow budgets in the mobile space as we over index in both usage, as well as social through mobile devices. In the U.S. Hispanic role, this news gives us more leverage to what has been already done in social for General Market, and extend all campaigns to Hispanic with these mobile extensions and possibilities."
Mary Zerafa, VP of Sales, at Multicultural Mobile Network Briabe Mobile notes that "Hispanics are very active on social media, even more so than the general market. Facebook recognizes that and has been increasing its commitment. On the one hand the Facebook Ad Network means more options for advertisers, on the other hand it means more folks competing for Hispanic budgets, hoping to loosen the grip that traditional players have on the market."