Facebook introduces device, OS targeting for mobile advertisers
Facebook (NASDAQ:FB) is enabling mobile advertising partners to roll out campaigns targeted to specific operating systems and device platforms, allowing developers and brands to launch campaigns geared to specific demographics within the iOS and Android ecosystems.
TechCrunch reports Facebook quietly introduced the new targeting options two weeks ago in tandem with the official launch of its mobile app install ads program, which enable partners to reach consumers based on the apps and games they already access on their smartphones and tablets. Developers select their intended audience demographic, budget and method of payment, and Facebook inserts ads for their apps directly into targeted users' mobile news feeds--when consumers click on these ads, Facebook directs their device to Apple's (NASDAQ:AAPL) App Store or the Google (NASDAQ:GOOG) Play storefront to download the app.
The new targeting options let developers leveraging the Facebook Ads API or Power Editor insert their ads exclusively on iOS or Android devices, or go after specific hardware categories (e.g., iPhones or iPad tablets) within the designated platform. TechCrunch notes that Facebook is not yet giving partners to target specific device models like Apple's new iPhone 5, and is also not extending the option to additional operating systems such as Microsoft's (NASDAQ:MSFT) Windows Phone or Research In Motion's (NASDAQ:RIMM) BlackBerry.
Facebook reported its third quarter earnings last week, announcing that its mobile efforts now generate 14 percent of the social network's total advertising revenues. Facebook now touts more than 1 billion users, with roughly 600 million accessing its services via mobile--many critics have questioned whether Facebook can monetize its mobile efforts, however, especially after the firm reported a $157 million loss in the second quarter of 2012, its first as a public company.
"People who use our mobile products are more engaged, and we believe we can increase engagement even further as we continue to introduce new products and improve our platform," Facebook co-founder and CEO Mark Zuckerberg said last week.
- read this TechCrunch article
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