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chevron-downWe developed Facebook Audience Network with the goal of creating better advertising experiences on the Internet. Since its launch in October 2014, Audience Network has helped Facebook advertisers around the world create lasting connections with people, extend the reach of their campaigns and hit their marketing goals.
More global publishers, one billion people
Today, we’re excited to share that over one billion people see an ad through Audience Network every month.1 This reach is a testament to the growth and diversity of our publisher partnerships. As new publishers join Audience Network, the number of connection points between people and businesses grows. In fact, advertisers who opt into Audience Network can reach 16% more people on average than they could by advertising on Facebook and Instagram.2
We recently added new global publisher partners to the network, including:
- BBM (Indonesia)
- BitMango (Korea)
- ETToday (Taiwan)
- FOCUS Online (Germany)
- India Today Group (India)
- Daily Mirror (UK)
- Univision (US)
- Wenner Media (US)
- Washington Post (US)
Quality environments for real outcomes
As Audience Network grows, we're taking steps to ensure that every app and website abides by the Audience Network Policy, meets our Community Standards and helps drive real outcomes for advertisers.
- Last January, we began a beta test with mobile web publishers to enforce higher quality standards. We removed (and continue to remove) publishers who do not meet our definition of quality: They must serve ads to real people, on brand-safe properties, and create engaging user experiences that lead to real outcomes for advertisers.
- In October, we made updates that more appropriately value different ad placements and publishers to increase advertiser value.
- Last month, we took steps to address the issues of fake news sites and hoaxes.
Advertisers see improved campaign performance
For many advertisers, extending Facebook campaigns to Audience Network can lead to a more efficient overall campaign. On average, these advertisers see a 12% increase in conversions for website campaigns, and a 17% increase in installs for mobile app campaigns.3
Visa is one such company—it successfully promoted awareness and adoption of Visa Checkout, an easier way to pay online. It was able to expand its reach by 15% with Audience Network, while delivering at efficiencies on par with Facebook News Feed. In another activation, Visa saw up to 2.5x more efficient cost per acquisition compared to campaign average by running on both Audience Network and Facebook.
Since launching support for video views in May 2016, Audience Network has also yielded high view-through rates for advertisers, with over two thirds of video impressions on Audience Network resulting in 10-second views.4 A recent video campaign by record company Universal Music created more than 10% lift in brand awareness,5 and one by beverage company Innocent Drinks raised brand awareness by over 20%.6
Looking ahead to the future of Audience Network
Over the past year, we expanded our product suite to include new video formats, advertiser controls, support for mobile web, and tools to help publishers understand the value they create for advertisers. We'll continue to build tools that fuel the business objectives that matter most to marketers.
At Facebook, we like to say that our journey to connect the world is only 1% finished. We'll keep driving toward our goals of helping people connect with the businesses and brands they care about, on publishers that meet our quality standards.
