Advertisers can now target Facebook users based on mobile device and connection type.
Facebook has unveiled a new global targeting capability that will allow advertisers to target mobile users based on device and connection type, 2G, 3G, or 4G.
Marketers have long faced challenges delivering content to high-growth countries like Indonesia, Thailand, and China. While millions of people in these areas access Facebook daily, 3G or 4G networks are less available and mobile operations face high tariffs.
Additionally, two-thirds of users who connect with Facebook do so on simpler devices, such as feature phones with basic multimedia and Internet capabilities. Facebook’s new targeting feature aims to enable marketers to reach potential customers globally across multiple platforms and connection speeds.
Brenda Sullivan, product marketing manager, explains, "Targeting by mobile network type helps advertisers choose creative that will run smoothly on any given device and connection speed." For example, she adds, the program will allow advertisers to swap image for video in areas where 2G networks cause endless buffering or feature phones can’t open the content.
The new global targeting capability follows an earlier move by Facebook whereby new local ad solutions on mobile (primarily feature phones) were created in high-growth countries, so that marketers could tailor the way they serve ads to international destinations.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Emily Alford is a reporter at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, Yahoo, and The Daily Meal. She has a PhD in English from Florida State University.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.