August 27, 2014
Facebook has debuted a new feature for advertisers enabling them to target ads to users based on their network connection — 2G, 3G or 4G — to ensure optimal viewing.
The tool has become a necessary one as more and more people in countries around the world come online.
“Network speeds in high-growth countries can vary and infrastructure is constantly changing,” Facebook product manager Brendan Sullivan says in ablog post. “This fragmented environment makes it difficult for businesses to reach people with valuable experiences on their mobile devices.
“Facebook already offers the option to reach people based on the type of device they use (smart phones, feature phones and tablets), as well as device model and operating system. However, advertisers also told us that having the ability to segment based on network connection type would help them create better ad experiences.”
The new feature will aid marketers in choosing the right type of ad so it will play smoothly on all devices and any connection speed.
As an example, Facebook users in Indonesia are primarily served by 2G connections making many ads either difficult or impossible to load. “Optimizing the creative — for instance, targeting a video campaign to people with high-speed connections, and swapping in an image or link ad for people with slower connections — means ads can perform more efficiently for the people seeing them,” Sullivan says.
The new bandwidth targeting tool is available to advertisers across the globe through the Ad Create tool, Power Editor and the API. All data is anonymous, protecting users’ privacy — the audiences for mobile network targeting will be generated by aggregating users based on connection-type.
Jennifer Cowan is the Managing Editor for SiteProNews.