Facebook Testing Off-Facebook Ads On Apps Again; Working Directly With Developers, Advertisers


MobilePhone100Bills650Will Facebook users start seeing ads from Facebook while they’re using other applications? The social network announced in a post on its Facebook for Business page that it is running a “small test” of Facebook ads in mobile apps, with “a small number of advertisers and publishers,” billing it as an effort to enable developers to monetize their apps and to expand reach for advertisers.

Facebook said in announcing the test:

As mobile continues to move to more app-based experiences, advertisers want to reach people spending their time in apps, and developers need new ways to make money.

To improve the relevancy of the ads people see, provide even greater reach for Facebook advertisers, and help mobile developers better monetize their apps, we’re running a small test to show Facebook ads in mobile apps. Our aim is to demonstrate even greater reach with the same power of Facebook targeting for advertisers both on and off Facebook.

While we have run similar tests in the past, this current test is more like a mobile ad network in that we are working directly with a small number of advertisers and publishers rather than an outside ad-serving platform.

The current test is limited to a few advertisers and partners, and we will share more details over the coming months.

The social network has run similar tests in the past, but it is working directly with advertisers and developers in the current test, whereas in the past, outside ad-serving platforms were involved.

Facebook began testing a mobile ad network in September 2012, in which some users saw banner and interstitial ads on non-Facebook iOS or Android apps, or mobile sites they authenticated with Facebook, based on their biographical and social data from the social network, such as age, gender, location, likes, and friends who used those apps.

The social network paused the test in December 2012, with Spokesman Brandon McCormick telling AllThingsD:

We are pausing our mobile ads test off of Facebook. While the results we have seen and the feedback from partners has been positive, our focus is on scaling ads in mobile News Feed before ads off of Facebook. We have learned a lot from this test that will be useful in the future.

Facebook began the testing process again last September, with a spokesperson from the social network confirming the test to TechCrunch:

We’re running a second test to show Facebook ads off-Facebook in mobile ads and on mobile sites. Our goal is to improve the relevancy of the ads people see. Since this is a test, we don’t have additional details to share.

Readers: How do you think app users will react if they start seeing Facebook ads within their apps?

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