Facebook’s Audience Network: 80% of Impressions Now Native

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Facebook offered another rare peek into the performance of its Audience Network, saying that 6 percent of all time spent on mobile applications is spent on apps running Audience Network.

The social network also said in a Facebook for Business post that advertisers using Facebook’s Audience Network have scaled their ad impressions by 6 percent to 10 percent more per campaign, and that 80 percent of impressions via Audience Network are now native.

In addition, Facebook used the Facebook for Business post to provide details on how it ensures that only quality ads make it onto Facebook’s Audience Network:

We have high standards for the publishers we bring into the Audience Network and believe those standards should be on par with News Feed, so we’re constantly monitoring and improving the Audience Network to help drive results for advertisers.

The Audience Network employs a thorough review process for every publisher that applies to add their app to the Audience Network. Right now, publishers in the Audience Network are reviewed by people on the Facebook Publisher Operations Team, who look to see that the app is high-quality and brand-safe. This unique review process assures advertisers that their campaigns will be seen in high-quality environments.

To make sure Audience Network ad placements effectively drive advertiser outcomes, we recently launched advertiser outcome score, which tells publishers in the Audience Network how ads on their platform perform compared to News Feed. Advertiser outcome score encourages publishers to evaluate how their ads are working and make changes to their placements to improve their ability to deliver valuable outcomes for advertisers. And because advertiser outcome score calculates scores based on real outcomes from real people, it effectively eliminates fraudulent actions, like bot traffic, from the network, making the Audience Network virtually fraud-free.

Finally, Audience Network publishers and advertisers know that ads that look nice and suitable to their environment perform better. In fact, native ads are up to five times more engaging than banner ads, and Audience Network publishers know it: 80 percent of Audience Network impressions are now native.

The social network also highlighted two companies’ success stories with Audience Network: Dentsu digital marketing agency iProspect and music-streaming app Spotify.

Facebook said iProspect has seen its revenue per user from Audience Network trend 11 percent higher than from mobile News Feed, and iProspect head of biddable activation Stuart McLennan said in the Facebook for Business post:

We have seen some fantastic results through the Audience Network … In fact, the Audience Network has become our top-performing channel. We look forward to scaling our efforts with the Audience Network and continuing to drive optimal outcomes for our advertisers.

As for Spotify, it credited Audience Network with expanding its reach by 20 percent, with growth marketing executive Dimitar Dzharov telling Facebook for Business:

We are thrilled with our results from the Audience Network. Utilizing the Audience Network, we were able to increase our reach, but more important, find and engage with our highest-quality users when promoting our new Discover Weekly feature. The Audience Network has delivered great efficiency and scale, and it has become our network of choice when marketing products to our users. Building on top of their superior targeting and native ad products, Facebook has delivered yet another game-changing product, and we look forward to scaling our efforts in the Audience Network.

Readers: What did you think of this rare peek into the performance of Facebook Audience Network?

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3 Best Practices for Commanding Audience Attention with Native Advertising

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According to the Association of National Advertisers, 63% of advertisers planned to increase their budgets for native advertising in 2015, expanding spend to $ 10.7 billion, an impressive 150% increase over 2013. The concept of native ads has been around for decades in print, but the advent of digital advertising has seen them become even more pervasive. As native continues to rise, there’s no better time than now to take advantage of its ability to connect and attract the attention of your target audience.

To get the most out of native ads, follow these best practices.

1. Select the Right Platform

In order to get the right message to the right audience, marketers must select the most appropriate channels. The commercial content must be fully immersed in the look, feel, and emotional tone of the site; it’s a simple but critical concept. Aesthetic and tonal cohesion is vital for you to consider when you decide where to communicate your brand message via native ads.

2. Engage with Valuable Content

The content you share needs to add value to the lives of the consumers that view it. In one Yahoo Food case study, users were appreciative that sponsored articles helped them do exactly what they came to Yahoo Food to do: learn how to cook, learn about new types of food, and create variety in their culinary chops.

3. Be Transparent

Within a content environment, lead with content, not the hard sell.

Recommended for YouWebcast: Seizing the Data Crush Opportunity with Customer Identity Management

Yahoo recently had a brand sponsor highly engaged sports content during a large sporting event. When a more prominent brand logo was included in the ad, this mobile native advertising campaign yielded better results. Additionally, consumers shared that they appreciated the transparency and clarity. They were also significantly less likely to feel duped versus the original ad, which only contained minimal branding.

If you missed it, we suggest you check out the recording of our joint webinar with Yahoo to learn more about how to get the most out of native advertising.

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