Facebook f8 Developer Conference – Advertising News Roundup
May 1, 2014
Facebook’s 5th occurrence of f8, the company’s annual conference for platform developers, kicked off and wrapped up yesterday in San Francisco, leaving Facebook advertisers with a list of new features to be excited about. Some big, some small – we have rounded up all the relevant advertising news announced at f8 below with added insight as to why the news is important and when advertisers can start implementing these new features into their campaigns.
Facebook Audience Network
The biggest, and most highly anticipated news to come out of f8 is Facebook’s wider testing of a mobile ad network, known as Audience Network. Now, advertisers will be able to extend all of the strengths and benefits of Facebook’s advertising units, targeting tools, and measurement capabilities, to reach their customers with standard banner, interstitial, and native ads in other apps.
Even though the Facebook alone reaches over a billion people, this will provide added inventory and reach for advertisers, and an opportunity to create a more relevant advertising experience for customers based on the apps they use. For example, a restaurant would now be able to use Facebook to advertise in an app like Yelp, or Trip Advisor where people are actively searching out restaurants and even more likely to engage with their ad. These ads will be even more relevant to the customer and therefore benefit all parties involved.
Advertisers interested in learning more about the Audience Network or participating in the beta program can find more information here.
Mobile app ads enhancements
Reaching the right people and driving people to take the desired action for your app will now be even easier thanks to the addition of improved targeting and segmentation capabilities, and improved call-to-actions for mobile app ads. Mobile app advertisers will now be able to easily exclude existing app users from campaigns with app install objectives, and create segmented audiences based on actions taken, such as “completed a purchase” or “visited a certain page X amount of times,” within an app. Having the option to exclude current users and target people based on past intent will enhance efficiency and improve advertisers’ ability to drive action.
New Facebook Login
Facebook users now have more control over the information they share with app makers and can also anonymously login to apps rather than share their information. With the new Facebook Login, people can deselect individual permissions and permit individual friends or groups of friends to see their updates or connect with through the app, rather than having to share this information with everyone. Because of this, app developers will need to spend additional time educating app users as to the benefits of a fully logged-in experience and why information like email addresses are needed. Facebook noted that the company is committed to working with developers and customers to bridge this gap and introducing Login Review to help ensure apps provide great login experiences.
Graph API 2.0 and App-Scoped IDs
As part of Facebook’s efforts to provide developers added stability, Facebook has added versioning to the Graph API and will now be issuing individual app-scoped user IDs for new users rather than that same global user ID across Facebook apps. In order to maintain insight into the actions of users across applications, advertisers who operate multiple apps (this is mainly pointed at gaming) will need to set up Business Manager and claim ownership of the apps they operate in order to map a user’s ID across their apps. This does not affect apps that were created prior to April 30th, rather all those created after the date; however all apps will need to migrate to the new Graph API 2.0 within the year.
Lots on the horizon from Facebook and plenty of new features to help advertisers drive further success on the platform. As always, we’re working closely with Facebook to learn, test, and implement these new features for our customers and provide insight into how they can be used to enhance campaigns.
If you have any questions about how any of these new features may affect your current campaigns or are simply interested in learning more, contact us or speak to your client contact at Ampush.