The social media giant, Facebook has announced the launch of a new feature which allows advertisers to reach users on the basis on the network connection including 2G, 3G or 4G used by them while accessing Facebook.
A majority of people in high-growth countries around the world are accessing the Internet via mobile networks. The network speeds in high-growth countries can vary which makes it difficult for businesses to reach people on their mobile devices. Segmenting by connection speed will be quite useful for marketers who are constantly trying to reach consumers in the developing world and help them in creating better ad experiences
Advertisers already have the option of reaching people based on the type of device they use including feature phones, smart phones and tablets as well as device model and operating system.
Targeting users by their network connection will help advertisers in choosing ads which will run smoothly on any device and connection speed. For example, it is a sheer waste of time offering a video ad to people with 2G connections, they will not be able to view the video as it will take minutes just to buffer and play.
Thus advertiser can categorize what kind of ads should be shown to people with different internet connections. Thus they can target a video campaign to people with high-speed connections, and offer an image or link ad for people with slower connections.
The Right Message to the Right People
Advertisers can devise better localized campaigns by just paying a little attention to the details of how people are connecting. For example, if a device manufacturer in the Philippines is launching a new model designed for first-time smart phone buyers, they would try to reach people who use feature phones and have an access to 3G or 4G network for better sales.
The Senior Vice President, Brand Communication, Insights and Online Ronita Mishra of Vodafone India said, “We are excited about the new mobile targeting option on Facebook which allows us sharper targeting to a relevant audience”. She also said that they hope to see more technological innovations in the industry. Advertisers of Vodafone in India are testing the new targeting capabilities with good early results.
The bandwidth targeting has been made available to advertisers across the globe via the Power Editor, Ad Create tool and the API. Facebook also said that the new feature was built privacy in mind. The data has been kept anonymous; also the audiences for mobile network targeting are developed by aggregating groups of people based on primary connection-type.
Hopefully, the new feature will help advertisers in delivering the right kind of ads to the users and will also increase the overall user experience on Facebook.