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.
In the past 18 months, Desigual, the flamboyant and colorful Spanish fashion/retail brand, has seen mobile become the dominant platform for both web traffic and email opens, and become a major influence on offline sales.
While digital platforms and their advertisers grapple with digital video challenges, one savvy retailer found a way to capitalize on what would become the second most live-viewed channel in YouTube's history.
We all know that Facebook is a viable source of huge amounts of mobile traffic with relatively cheap CPCs). It’s too good an opportunity to ignore in today’s digital landscape - even if your mobile landing-page experience isn’t up to snuff.