Home  › Social › Social Media

Facebook Updates Mobile Ads' Status to Separated

  |  June 5, 2012   |  Comments

Digital giant unveils new ad-buying options for sponsored stories.

Facebook marketers for the first time can buy mobile ads separately. The Menlo Park, CA-based giant revealed the development today while announcing more nuanced ways to buy sponsored stories. Brands can now purchase the social context ads within these parameters:

  • mobile news feed only
  • desktop news feed only
  • mobile and desktop news feed
  • mobile and desktop news feed with right-hand ad desktop placement
  • desktop news feed with right-hand ad desktop placement

Simon Mansell, CEO of social media marketing vendor TBG Digital, told ClickZ that selling mobile inventory independently is a significant move for Facebook. It "opens up ads to businesses [that] have invested in building mobile apps," Mansell said. He said the development also creates opportunities for specifically targeting on-the-go consumers with products like suntan lotion and restaurant chain coupons.

In a prepared statement, Facebook said its latest ad-related iterations are a response to "requests from marketers to control the placement of their sponsored stories. As companies are promoting services more frequently on mobile, this option gives them the opportunity to focus on specific placements that will impact them most directly."

Facebook began testing sponsored stories in users' news feeds during December 2011. Before today, the ad buys weren't distinguished between news feed placement and right-hand-side page promotions.



Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

2015 Holiday Email Guide

2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.

Three Ways to Make Your Big Data More Valuable

Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.