Facebook moves toward greater granularity in mobile ad targeting

 In News & Press Releases

With Facebook’s mobile app install ads gaining traction, the social network is enhancing the offering to enable marketers to better target their campaigns and improve results.

With the new capabilities, marketers will be able to reach specific versions of Android and iOS mobile operating systems as well as devices on Wi-Fi only connections. The news follows Google’s introduction of AdWords Enhanced Campaigns, which removes the ability to target mobile ads based on device.

“It does appear that at this time Google and Facebook are going different directions with respect to granular device, OS and wireless access targeting options,” said Todd Herrold, senior director of product marketing for Kenshoo Social, San Francisco.

“It’s unclear ultimately which direction will prevail, or whether both strategies may succeed for their respective companies given unique characteristics of the search or social context,” he said.

“In any case, it’s clear that device targeting and OS targeting can work well for certain advertisers and campaigns. Likewise, it seems reasonable that wireless access targeting can be effective in certain situations and for particular types of products.”

Improving performance
With the shift toward mobile, and the rise of mobile-only products and brands, marketers are looking for ways to exclusively reach mobile users.

Facebook introduced the mobile app installs ad unit six months ago. With the new enhancements, marketers now will be able to reach Jelly Bean 4.2 or iOS 5.0 and greater users with a different message based on what is most relevant to the audience using each device.

The Wi-Fi targeting will be useful for marketers interested in connecting with iPad users that only have Wi-Fi access or who prefer using Wi-Fi for data usage.

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