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.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
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.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.