Facebook is scheduled to unveil their Facebook Audience Network (FAN), a network for mobile ads that will enable advertisers to come up with better ads for a targeted group of audience.
The company started developing the network in 2012 but delayed it for a while to concentrate on more feasible monetary initiatives. On September 2013, Facebook announced that it is continuing on the network again and directly consulting with ad publishers and advertisers.
During their Q1 earnings call, Facebook COO Sheryl Sandberg talked about this ad network development, saying, as quoted by Techcrunch, "Our initial efforts show a lot of promise and we've gotten good feedback from marketers." This week, the company will launch this newly-created mobile ad network at their F8 developer conference.
Essentially, FAN will enable advertisers and other ad developers to custom their ads and design it for a targeted group of audience in a simplified way.
FAN will start out by dealing with advertisers, allowing them to promote their services within the network. Also, FAN will let them deliver their ads through bigger campaigns that could reach more people. Before, Facebook could only support campaigns that could be seen by at least 609 million Facebook users on a daily basis.
The social networking site's decision to improve its ads business is not a surprise since 59 percent of its Q1 earnings, or $2.5 billion, came from its newsfeed ads. Furthermore, this number is growing every year with this year up by 30 percent, according to Reuters analysts.
Aside from increased visibility, FAN also boasts of their targeting abilities, which will allow the advertisers to reach out to people who might be interested in their services based from their interest and biographical data. This is a very good advantage since most ad networks do not have enough data that will help advertisers target their ads and display it to a group of people which is most likely to be interested.
The ads will be generated in two ways; one could be through integrating the ad code through the network. The second way is through delivering custom ad displays to match the apps that the ads were hosted in.
