In a bid to make its easier for advertisers to reach mobile users across the globe, Facebook has introduced ‘Bandwith Targeting’. The new feature allows them to target ads to users on a specific type of mobile network ranging from 2G to 4G.
Bandwith targeting will make it easier for businesses to target advertisements to users based on their mobile network types, thereby ensuring that creative campaigns are delivered in an appropriate way for different users around the world. This new type of targeting further customizes people’s Facebook experience while respecting device bandwidth and data costs.
“Beginning today, bandwidth targeting is available to advertisers around the world via the Ad Create tool, Power Editor and the API. As with all targeting options we offer, this feature was built with privacy in mind. All data is anonymous; audiences for mobile network targeting are developed by aggregating groups of people based on primary connection-type.”
wrote Facebook Product Marketing Manager Brendan Sullivan announced in a blog post.
Sullivan said that targeting by mobile network type will help advertisers choose creative that will run smoothly on any given device and connection speed. For example, serving a video ad to people in Indonesia with 2G connections may mean wasted impressions if people are unable to load the video or it buffers for minutes when clicked, he added.
Bandwidth targeting is mainly aimed at more developing regions like India and Brazil, where Facebook already has a strong presence. This new capability solves a key need for marketers looking to reach people globally on multiple devices and on multiple connection speeds. Marketers can deliver creative tailored to device and access speed and build the best experience with people, especially in high-growth markets where limited data plans and feature phones are common.