Photo: e3000 / Flickr, CC
Facebook has added mobile-only “Sponsored Stories” ads to the list of ad products buyers can purchase via the ads API and Power Editor, without going through its sales force, the company announced.The move makes buying ads on Facebook easier and quicker for clients interested in only targeting users via their smartphones and mobile tablets, like the iPad, through the Facebook mobile app’s News Feed.
The move isn’t a surprise—Facebook already signaled that it was opening more of its inventory to automated buys that don’t require a call to an ad sales exec. But the addition of mobile-only sponsored stories as a standalone suggests that Facebook is responding to clients who have grumbled that its ad sales are too inflexible, and behind the curve in the mobile arena.
One source tells us this is “quite a big deal” in terms of targeting, as ads in the News Feed perform better than display boxes on the right hand side of the page.
Here’s Facebook’s statement:
Today, Facebook announced that marketers will have the opportunity to buy sponsored stories in News Feed separately from other placements through the API and Power Editor. Now, marketers can choose which placement (independent of any right-hand side buy) they would like whether it be in News Feed on desktop, News Feed on mobile, both, or in combination with the right-hand side.
Facebook is always looking for ways to improve products and has responded to requests from marketers to control the placement of their sponsored stories. As companies are promoting services more frequently on mobile, this option gives them the opportunity to focus on specific placements that will impact them most directly.
A quick rundown on the various placements Facebook will allow advertisers to choose from in the API and Power Editor:
- All placements: this option includes right-hand side +News Feed desktop+ News Feed mobile
- All desktop placements: this option includes right-hand side + News Feed desktop
- News Feed (desktop and mobile): this option includes News Feed desktop + News Feed mobile
- News Feed desktop: this option includes News Feed desktop only
- News Feed mobile: this option includes News Feed mobile only
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