Auto-play video ads can be annoying, but what is more maddening is when the ad doesn’t even load properly. On mobile devices, weak cellular connection is the main cause of such problem. Facebook is solving this problem by allowing advertisers to target mobile ads based on users’ cell signal strength.
According to Advertising Age, Facebook now allow advertisers to target their Facebook ads based on how strong someone’s cell phone signal is when they visit the social network. This targeting ad program has been an important focus of Facebook in the past year.
Video ads are data-hungry. If a user is running on a 3G or 2G connection and Facebook tries to show them a video ad, it will slow down the user’s Facebook experience – causing them to abandon Facebook app. And of course, he/she won’t have a positive impression for the ad.
This new feature of Facebook’s ad platform will offer advertisers the option distinguish the type of ads they serve—a text-based ad for someone in a remote area with weak reception; a lush video ad for someone in the city covered by strong LTE network.
The feature, which will work across Facebook’s mobile ad network and third-party apps, is expected to help out Facebook’s efforts in developing countries such as South Africa and India that might not have the advanced cell networks found in North America and Europe.
What is more, this feature will benefit advertisers looking to run mobile videos ads but unsure whether people will have a hard time watching on the go. There are still lots of variation in the quality of cellular connections in the United State. This targeting ad technology increases advertising efficiency, as videos that are playing smoothly could gather lots of eyes on ads for longer period of time.
However, despite the fact that 4G LTE is becoming more widespread in our country, it’s still not guaranteed that the ad will be welcome even when it runs smoothly. Consumers would rather see their previous bandwidth go to content of their own choosing, instead of ads. Such technology from Facebook will only help advertisers with successful delivery; advertisers still need to work hard on engaging content creation.
Facebook had already offered advertisers the ability to target ads based on operating system, device type and model but advertisers had been lobbying the social media giant for bandwidth segmentation for some time and Facebook finally listened.
Facebook’s new ad feature will not only increase the overall effectiveness of its mobile ads, but is also expected to help Facebook’s efforts in emerging global markets where advanced cell networks are not yet common.
Read the original story on adage.com.