Meta for Business

Today we’re announcing an expanded test of Facebook’s Audience Network — a new way for advertisers to extend their campaigns beyond Facebook and into other mobile apps.

The power of Facebook ads, off Facebook

Facebook ads work because they’re personal, relevant and easy to measure on both desktop and mobile. The Audience Network brings these same powerful features to additional app-based mobile experiences, giving marketers even more scale for their Facebook campaigns.

The Audience Network uses the same targeting available for Facebook ads today, including Custom Audiences, core audiences and lookalike audiences. It features the same measurement tools marketers use for their Facebook ads, too.

Extended reach with a single click

For marketers already running News Feed ads on Facebook, using the Audience Network takes just one click. The Audience Network will be available in all ad interfaces, as well as the API. Once a campaign is running in the Audience Network, our system handles optimization and delivery.

Ads that drive results

Ads in the Audience Network are designed to help marketers meet key business objectives, like driving app installs and engagement. To help deliver the best ads possible, the Audience Network delivers ads in three creative formats:

The Audience Network’s native format ads fit the look and feel of the respective app supporting an ad. Early tests have shown that these ads drive great performance.

Regardless of format, there’s no need to upload new creative — ads in the Audience Network use the same images you use for your ads on Facebook.

Simple insights

With the Facebook SDK or by working with a mobile measurement partner, marketers can measure app engagements and conversions, demographic information and more. The results from Facebook campaigns and Audience Network campaigns can be broken out separately to show what’s working, or results can be viewed comprehensively.

What to expect

The Audience Network is starting with advertisers looking to drive app installs or app engagement. We’ll expand to include additional marketing objectives in the future.

Since we’re still in the early phases of the Audience Network, we anticipate performance to vary at first. We expect to see performance increase as more ads, apps and publishers come onto the system.

The Audience Network will roll out to more advertisers in the coming months. If you’re interested in trying it for your mobile campaigns, reach out to your account rep or client partner. And if you’re a developer interested in adding your app to the Audience Network, click here to learn more.