Facebook is broadening the reach of its ad network by allowing publishers to sell ads on their mobile websites with its Audience Network, which previously only sold mobile in-app ads. The social network has been reportedly testing the new ad network with media partners including Hearst, Slate, USA Today, and TIME over the last few months.
What Brands Need To Do
With this expansion, brands will be able to use Facebook’s data-rich platform to target consumers outside Facebook and third-party apps, making Audience Network a serious contender to rival mobile ad networks from Google, Apple, and AOL. Brands that are already using Facebook’s ad network to reach mobile consumers should branch out to the mobile web to see if it helps increase reach, while brands currently using other mobile ad networks should consider giving the new Audience Network a try to take advantage of Facebook’s rich user data for better targeting.
Source: Wall Street Journal
Google has shared some new information about its Accelerated Mobile Pages (AMP) project, revealing some details on ads in AMP. Set to launch in Google search starting in early February, Google’s AMP looks to help speed up webpage loading and make consuming content on the mobile web more enjoyable. Compared to Facebook’s tight control over advertising in its similar page-accelerating initiative Instant Articles, Google seems to be taking a more relaxed approach, as it reassures that standard ad formats and measurement tools will function properly in AMP pages. Moreover, the search giant has also teamed up with twenty ad tech providers, including AOL, AdSense, and DoubelClick, promising publishers the freedom to use the ad servers of their choice and retain full control over ad placements.
What Brands Need To Do
Starting with support for only five ad networks, Google has been working to add more ad platforms to its AMP initiative since its announcement in October last year. These new details should come as welcome news for publishers as well as brands looking to advertise on these publishers’ mobile properties. Although it remains to be seen whether Google AMP will win over publishers and brands from Facebook’s Instant Articles with its ad-friendly approach, brand marketers need to be conscious of the choices they have when it comes to accelerated mobile pages.
Source: Marketing Land
What Agencies Need To Do
A number of online publishers are reportedly on board with AMP, such as The New York Times, The Guardian, Washington Post, and Vox. For ad agencies, this means their choice of ad networks will have to take AMP’s limited support into consideration if those aforementioned platforms are involved. Now that AMP has been released to the public and Google is getting feedback, it is evolving quickly and agencies should keep a close eye on its continued development.
Earlier today, Google unveiled its answer to Apple News and Facebook’s Instant Articles: the Accelerated Mobile Pages (AMP) Project. Unlike Facebook’s or Apple’s content initiatives, AMP is an open standard that is essentially a subset of HTML, meaning that publishers and content owners won’t need to strike a deal with Google to use it. Instead, content creators can use AMP’s tools that take advantage of smart caching of content—either on their own servers or on Google’s servers—to make various webpage elements load faster. Google announced a number of platform partners for AMP, including Twitter, Pinterest, Adobe, LinkedIn, and WordPress, while major publishers such as The Guardian, Washington Post, and Vox are already trying it out.
What Brands Need To Do
Google is understandably invested in speeding up the mobile web, given it gets the majority of its revenue from web ads. And as mobile browsing continues to outpace desktop, media owners really need to take notice and put mobile optimization first. More importantly, AMP doesn’t seem to support the tracking code embedded in many targeted ads, therefore rendering those ads static. So brands need to be aware of this trade-off between access speed and ad targeting and pay attention as AMP evolves.
Digital news publishers are swarming to develop branded apps for mobile users. But they might just be neglecting the truly important portal here—mobile web. According to a recent study from the Pew Research Center, mobile users tend to get their news from mobile websites in their browsers instead of apps. As mobile web browsing continues to outpace corresponding mobile apps for most news sites, news publishers need to take notice and put mobile optimization first.
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