Facebook Finally Brings Ads To Mobile Devices

facebook-fmc-logoFor the first time, Facebook is making it possible for advertisers to reach the site’s enormous base of mobile users.

Speaking today at Facebook’s first fMC marketing event, Mike Hoefflinger, Director of Global Business Marketing, announced that Premium Ads and Sponsored Stories now include distribution on mobile devices. They’ll also show for the first time on the Facebook log-out page.

It’s the first time Facebook advertisers can reach the company’s 425 million monthly mobile users — and the first time that Facebook will begin to monetize the mobile channel.

Hoefflinger introduced the concept of stories-as-ads, which was hinted at earlier this month when a Facebook slide deck for advertisers leaked online. Advertisers can now distribute their stories/ads into several channels — from (left to right on image below) posting on their company Facebook Page, to user home pages, to user news feeds, in the news feed on mobile devices and — starting in April — as part of the logout experience.

facebook-premium-ads

According to Hoefflinger, Facebook’s internal testing on the new ad distribution into mobile news feeds and the log-out page led to a 5-10x increase in click-thru rates.

“We are evolving from ads to stories. Ads are good, but stories are better,” Hoefflinger said.

Earlier in his presentation, Hoefflinger also introduced the new Timeline for Pages that we wrote about earlier here on Marketing Land. He also mentioned that Timeline for Pages will arrive “later this year” on mobile devices.

In its S-1 filing earlier this month, Facebook announced that it has a whopping 425 million monthly mobile users. But the company has yet to monetize that audience in any way — until now. The S-1 actually hinted at today’s announcement:

We currently do not show ads or directly generate any meaningful revenue from users accessing Facebook through our mobile products, but we believe that we may have potential future monetization opportunities such as the inclusion of sponsored stories in users’ mobile News Feeds.

Generating revenue from mobile is a must as Facebook prepares for its IPO. Despite the lack of mobile advertising to date, the company’s revenues reached $3.71 billion at the end of 2011 — about five times its 2009 revenue.

facebook-revenue

The fMC event will continue for a couple more hours today and is currently streaming live online.

Related Topics: Channel: Industry | Facebook | Facebook: Advertising | Facebook: Business Issues | Facebook: Mobile | Mobile Marketing | Social Media Marketing | Social Media Marketing: Advertising | Top News

Sponsored


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



Marketing Day:

Get the top marketing stories daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • http://www.brautkleiderkaufen.de/ Hochzeitskleid

     this is a great post! helps a lot thank u

  • http://www.facebook.com/PatrickLGrady Patrick Grady

    i can tell when they rolled this out, traffic way up, conversion rate way down.  where do i set the distribution settings, computer versus mobile phone, in the FB ads platform?

  • http://www.e-coachoutletshop.com/ Coach Outlet

    I can not believe that facebook do this, can not understand..

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!