Facebook has launched a new global targeting capability which will enable advertisers to be able to target users based on the type of connection used: 2G, 3G or 4G.
Targeting by mobile network type helps advertisers choose creative that will run smoothly on any given device and connection speed: so that video ads won’t be shown to people on 2G networks who may not be able to load the video.
Brendan Sullivan, product marketing manager at Facebook, added: “This fragmented environment makes it difficult for businesses to reach people with valuable experiences on their mobile devices. That’s why we're launching a new feature that enables advertisers to reach people based on the network connection — 2G, 3G or 4G — they most often use when accessing Facebook.
“Optimising the creative — for instance, targeting a video campaign to people with high-speed connections, and swapping in an image or link ad for people with slower connections — means better ads for businesses and better experiences for people seeing the ads.”
Bandwidth targeting is now available to advertisers around the world via the Ad Create tool, Power Editor and the API.