You probvably know that Facebook offers the option to target people based on the type of device they use (smart phones, feature phones and tablets), as well as device model and operating system. But did you know you can now target and segment based on network connection type?
If you think about how important bandwidth is to determining the type of creative that a person sees you'll very quickly see the logic in this great new feature.Targeting by mobile network type helps you design creative optimized for any given device and bandwidth speed. The biggest benefit is saving wasted impressions in rural areas with low bandwidth - today a viewer could click on an add in rural New Hampshire and because they have an old 2G connection the ad wouldn't load properly, but it counted as an impression. According to Facebook's PMD lead: "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."
Paying attention to the details of how people are connecting can also help advertisers craft more compelling localized campaigns. For example, say a device manufacturer in the Philippines is launching a new model designed for first-time smart phone buyers. In order to reach people who may be ready to upgrade their phone, the manufacturer might want to reach an audience of people that use feature phones and also have access to a 3G or 4G network.
Advertisers like Vodafone in India are testing these new targeting capabilities with good early results. “We are excited about the new mobile targeting option on Facebook which allows us sharper targeting to a relevant audience,” says Ronita Mitra, Senior Vice President, Brand Communication, Insights and Online, Vodafone India. “We hope to see more such technology innovations across the industry.”
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