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Facebook Audience Network

03.12.2015

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Background• Facebook ads have traditionally been contained within the Facebook environment • 2009 – Facebook ads become available for Facebook Page owners• 2011 – Facebook introduces “Sponsored Stories” for the first time• January 2012 - Desktop Newsfeed placement was introduced• Late 2012 – Mobile Newsfeed placement first introduced

• Facebook released a new “placement” for promoted link ads in November 2014• Although Facebook references it as a “placement” for Facebook

ads, these ads do not appear on Facebook and are not connected to the Facebook page• The ads functionally act much more like mobile advertisements

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Opportunity• The Facebook Audience Network ads all are composed from regular Facebook link ads• No new requirements for creative—these ads are just optimized

and placed in mobile applications (outside of Facebook)• Not available as a stand alone purchase and must be purchased

with regular Facebook link ads• Targeting• All regular Facebook targeting, including, keyword, retargeting,

demographic and behavioral targeting can be used for the Audience Network ads• Mobile applications are individually screened by Facebook • Important note: advertisers cannot select individual applications to

include or exclude placement in

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Opportunity• There are three ways that the Facebook Audience Network ads display in mobile applications: banner, interstitial and native

*The Audience Network will display in these placements depending on the application and availability; advertisers cannot limit which placements ads are placed in within the Audience Network

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Analysis•Current numbers show high click through rates on the Audience Network, among the highest in placements on Facebook• The industry average CTR for link ads on the Facebook

Audience Network is currently 0.67%, this is higher than the overall industry standard for Facebook ads (0.48%) and very similar to the Facebook Mobile Newsfeed placements (0.64%)• Since this placement compares more closely to mobile

display ads we recommend also comparing performance to any other mobile advertising opportunities

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Analysis• The Facebook Audience Network expands the reach of a campaign• Impressions when including the Facebook Audience

Network is an average of 15-18% higher than without the Audience Network placement • Reach more of our audience who less frequently use Facebook

(rural areas, people 65+ in age, etc.)• Increase frequency with target audience

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Analysis•While this placement does seem to be effective it is not a true social placement and has no social interaction features, the ads function much like a mobile display ad• Advertisers cannot currently purchase the Audience Network

ads separately, making it more difficult to purchase a set number of impressions or clicks as we would a mobile display ad through a mobile ad network• Any ads that would appear in the Facebook Audience Network

have to be a part of the overall Facebook link ad budget, but as these ads have no “social component” or way to interact with the ad, the addition of this placement would reduce the potential for overall engagement or interaction on Facebook for that campaign