Facebook announced today that it will offer a new targeting option – bandwidth connection. This is going to be particularly beneficial to advertisers when choosing creative to display on the social network. Because of diverse network speeds in different countries, advertisers have said that having this option could help them create better ad experiences for the end user. Advertisers can now target 2G, 3G and 4G networks, allowing them to run an ad that will operate adequately for their connection speed.
Facebook Product Marketing Manager Brendan Sullivan explains how this is beneficial:
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. Optimizing the creative — for instance, targeting a video campaign to people with high-speed connections, and swapping in an image or link ad for people with slower connections — means ads can perform more efficiently for the people seeing them.
Advertisers already have the option of targeting users based on the type of device they’re using (tablet, smart phone, feature phone) as well as device model and operating system, and by knowing how quickly (or how slowly) the device functions is another definite advantage.
Ronita Mitra, Senior Vice President, Brand Communication, Insights and Online of Vodafone India, says that they are testing the new targeting option and already seeing positive results, adding that they are “excited about the new mobile targeting option” and “hope to see more such technology innovations across the industry,” according to the Facebook post.
The bandwidth targeting feature is available today worldwide via the Ad Create tool, Power Editor and the API. “Our hope is that mobile network targeting can improve the experience people have with Facebook ads by helping advertisers deliver the right experience while respecting people’s device bandwidth and data costs,” said Sullivan.