The Facebook Audience Network is now one of the largest ad networks in the world, according to the company’s own figures.
The Audience Network was announced in April 2014. Facebook founder Mark Zuckerberg said it was the first time the company would help mobile developers monetise in “a serious way.”
Monetisation of mobile
In October 2014, the company’s 1.5 million active advertisers could contribute to the monetisation of mobile apps for the first time. By September of this year, that number had grown to 2.5 million.
Now the latest stats from Facebook reveal that mobile apps on the network represent 6% of all time spent in mobile apps.
In a post on Facebook for Business, the company writes: “The Audience Network is suitable for any advertiser looking to expand their Facebook campaigns. In fact, on average, advertisers using the Audience Network scale their ad impressions by an additional 6-10% per campaign.”
Facebook also highlights particular examples in the post.
“Spotify has expanded their reach by 20% by using the Audience Network to connect to non-Facebook users,” it says, before adding that “iProspect, a Dentsu network company, reported an 11% increase in average revenue per user since utilising the platform.”
Stuart McLennan, Head of Biddable Activation at iProspect, confirms: “We have seen some fantastic results through the Audience Network…In fact, the Audience Network has become our top performing channel. We look forward to scaling our efforts with the Audience Network and continuing to drive optimal outcomes for our advertisers.”
Earlier in 2015, Facebook launched new and innovative ad formats for the Audience Network.
These additions allow advertisers and marketers to use new ways of both connecting with consumers and utilising emerging ad technology in campaigns.
New formats for interstitials (i.e. ads that appear while a website or page is downloading) include Carousel Ads, Dynamic Product Ads and Click-to-Play videos.
Last month, Facebook also announced Advertiser Outcome Score (AOS) for Audience Network. This will allow publishers to evaluate ad placements by measuring factors such as app installs, purchases and registrations.