Facebook recently announced that they will introduce mobile ads to their advertising platform. Considering that they’re on the forefront of changing the digital world and have one of the most downloaded mobile apps, why is it that they’re one of the last to jump on the bandwagon, I wonder?
Apparently, my thoughts haven’t gone unnoticed. “There’s a good story Facebook can tell about the potential of its mobile audience, but at the same time you can talk about an issue of them being a little late to market,” said Paul Gelb of Razorfish in this Digiday article.
From the perspective of a media buyer, Facebook advertising is a dream come true. Have a small budget client with a slightly obscure product? Not a problem. Targeting small (or large, for that matter) groups of people based off of their self-proclaimed interests is a no-brainer when setting up a campaign. Layer in the fact that every campaign is easily tracked and measured and Facebook advertising has become a top recommendation for most clients. With mobile ads, that reach will go even further.
As with all things Facebook (and Mark Zukerberg), it is safe to assume that this was a deliberate and strategic decision. I’m curious to see what will be offered (video? interactive?) and also how the 420 million mobile users—who tend to be change-resistant—will react.