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.
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?
"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”."