What does FB’s new mobile ad network mean for Latin America?

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 the Latin American audience across the social sphere  in a mobile setting without the need of having mobile specific landings.

Photo: Idea Girl Media. CC.

Photo: Idea Girl Media. CC.

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.

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 Latin America?

Photo: Melenita 2012. CC.

Photo: Melenita 2012. CC.

"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 "the impact for Latam will be a gradual change to having FB as a part of the media mix specifically for mobile, and they will battle to get budgets from Twitter and other mobile competitors, and may have a better offering from the sheer amount of data that FB has about its users and behavior. This may put them as the “must” buy for media on mobile, rather than other platforms that may be a “nice to have”."

Get ready for #Portada16 on Sept. 14 and 15 in New York City! The Hispanic Sports Marketing Forum on September 14, and the 10th Annual Hispanic Advertising and Media Conference on September 15 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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