Facebook has been texting and expanding their Facebook Audience Network (FAN) for well over a year now. It started out with the option just to run advertisements using their network in a wide range of different mobile apps. To build on that success they have been running a closed beta test that would allow advertisers to use FAN to run ads on mobile websites.
They have just announced that they are opening up the network for all advertisers to run their ads on mobile websites as well, in addition to the app ads.
This is very significant news for the 2.5 million advertisers who currently use Facebook’s ad service as well as many others who will likely begin. In fact, some experts are calling this a “Google AdSense Killer” since it will largely open up Facebook’s ad network to compete in most of the same areas that Google has formerly dominated. Google will, however, still control the shrinking desktop ads.
While I don’t see this move as being able to ‘kill’ AdSense, it will certainly give it some very stiff competition!
Facebook has also done an exceptional job at making it easy for mobile publishers to join their network. They use a simple HTML tag rather than an SDK integration. This means that new publishers can be using their system the very day without any trouble. Whether they will make more money switching to FAN or continuing with AdSense remains to be seen. Of course, many will choose to use both networks to attempt to maximize their earnings.
In Q3 2015 Facebook earned 78% of their $4.49 billion in ad revenue from their mobile ads. With this move we will almost certainly see that number shoot up considerably.
Whether you are running a mobile website and want to add another income stream or you are a marketer looking for exciting new advertising opportunities, the Facebook Audience Network just became more attractive.
You can learn more about this move from Facebook’s announcement HERE.