Dive Brief:
- Facebook is bringing a range of advertising options including autoplay video ads to third-party mobile apps that sell ads through its mobile Audience Network.
- The social network will syndicate ads to mobile applications based on targeting parameters set by the advertiser in question.
- Facebook’s targeting options will expand to include prior purchases as a factor in suggesting products, as well as individuals’ likelihood of buying.
Dive Insight:
Facebook is ramping up advertising options to reach into the mobile web by extending the availability of its autoplay video, slideshow, click-to-play, full-screen video, and dynamic product ads to third-party applications selling ads on its mobile network. The move allows more advertisers to take Facebook formats beyond its site and app.
Dynamic product ads, which automatically rotate a selection of photos through a single screen space, also will soon take advantage of purchase information to direct targeting. In other words, retailers will be able to direct the multiple-image ads to people who have bought a product online to suggest a complementary or similar item, instead of waiting for a shopper to show interest in a product and subsequently retargeting an ad.
