Emerging TechnologyMobileFacebook Unveils New Bandwidth Targeting Capability

Facebook Unveils New Bandwidth Targeting Capability

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.

Related Articles

What is intelligent content, and how can it future-proof your content marketing?

Content Marketing What is intelligent content, and how can it future-proof your content marketing?

5m Rebecca Sentance
Facebook goes after clickbait headlines - five tips to maintain reach

Content Marketing Facebook goes after clickbait headlines - five tips to maintain reach

6m Tereza Litsa
"Video is the new blogging": Animoto's Cynthia Knapic on the latest video trends

Mobile "Video is the new blogging": Animoto's Cynthia Knapic on the latest video trends

8m Tereza Litsa
What makes videos effective on Twitter?

Social What makes videos effective on Twitter?

9m Tereza Litsa
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

10m Al Roberts
Annoying requests to rate your app are getting you one star ratings. Here's how to fix that

Marketing Annoying requests to rate your app are getting you one star ratings. Here's how to fix that

10m Polly Alluf
Ad blocker use continues to grow rapidly

Ad Industry Metrics Ad blocker use continues to grow rapidly

10m Al Roberts
How to take advantage of Facebook's focus on longer videos

Social How to take advantage of Facebook's focus on longer videos

10m Tereza Litsa