Facebook Upgrades Mobile Targeting for Ads
Facebook announced some new targeting options for mobile ads last week, looking to further entice advertisers to spend their ad dollars on the most popular social network in the world. Advertisers can now target ads based on mobile OS and also connection type, as in Wi-Fi users. Also announced was the ability to create mobile app install ads with Facebook's 'Ads Create Tool'. This lets developers create ads for their apps more easily, and should increase the number of advertisers utilizing that method of ad creation, or at least Facebook and it's investors hope so.
Ever since Facebook went public back in 2012, investors have questioned whether the company's mobile strategy, or more accurately, it's mobile monetization strategy, was strong enough to justify some of the initial valuations.
With 2013 or 2014, depending on whom you ask, marking the time at which mobile access will overtake fixed Internet access, it's important for any company that depends on selling ads to find a way to do this on mobile devices, especially a company like Facebook that has such a high valuation, largely based on ad revenue projections.
And part of this picture is the move of users to accessing the network from mobile devices. TheNextWeb's article covering the changes insightfully points to an earnings call last year in which Facebook stated that, "...it was seeing more users accessing the site using mobile devices than desktop." In fact, around 680 million of the estimated 1.06 billion users choose to access the site from a mobile device.
What else could Facebook be doing with mobile?
According to RingRevenue CEO Jason Spievak, a call button on mobile ads could prove to be a game changer. The feature, which is already on companies' mobile timelines, could prove particularly valuable for local businesses, or local chains like Walmart for instance. In an AllFacebook article, Spievak says, "If Facebook users wanted to contact their local Walmarts for appointments, or see when the optometry departments of the stores are open, they would have to go to Google Maps or some other application, look up the closest Walmart, and call the store.Continued on the next page