Facebook Just Made It Easier for Marketers to Create Native Ads in Their Audience Network
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Facebook’s Audience Network aims to improve the relevance of mobile ads within third-party apps. These ads reach individuals through existing Facebook campaigns, and also reach people beyond Facebook, which helps developers and publishers monetize their apps. Since the Fall of last year, the number of apps in the Facebook Audience network has increased by five times, and you might want to start considering using it too.
In their blog post, Facebook said more than half of developer revenue from the Audience Network comes from native ad formats, and publishers are seeing 7x higher CPMs for native ads when compared to standard banners. Here are three key learnings that Facebook laid out on mobile, native ads:
- Banner ads tend to be ignored: People have trained themselves not to look at the top or bottom of an app – the most common locations for standard banner formats.
- Integrated ads outperform: An ad that is well integrated within the app and naturally fits into the user flow has a much better opportunity of catching a user’s attention, which ultimately leads to higher conversion rates.
- Poor ad experiences have a negative effect on engagement: Poorly placed ads, especially those that pop up when a user first opens an app, have negative effects on the user and his/her.
Just when we thought Facebook was the school-yard bully pushing around us marketing nerds, they recently put a smile on our faces by announcing new native ad solutions that are quite easy to create and deploy.
Our new native ad templates are based on common ad format sizes and native ad best practices. By using these native ad templates, publishers can define characteristics such as font, ad height, background color, button boarder treatment, and a variety of other properties to make ad formats more in-line with the app’s natural user experience
In addition to the highly customizable ad units, Facebook’s Audience Network also allows publishers and marketers can manage multiple native ad requests to ensure that the highest performing ad is delivered at the right time to the right person, which will automatically optimize for highest performing ads.
Facebook also made it easy for publishers to display multiple ads in a horizontal scrolling layout, or “h-scroll” as some call it. Most of us are now accustomed to vertical scrolling, both on mobile devices and our personal computers. We’ve seen Instagram launch h-scrolling of ads, and we’ll likely see the same of these native Facebook ads in some of our favorite apps too.
You can learn more about Facebook’s new native ad tools here.
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