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.