Extend Your Campaign’s Reach with Audience Network in Facebook Ads

Facebook can be effective for advertisers because we offer people-based delivery and optimization, flexible creative formats, and advanced measurement solutions. Audience Network uses those same powerful capabilities to help you extend your Facebook campaigns to a wide range of high-quality app and website publishers. In combination with Facebook, this can help you reach more people, more often, in more places, while driving more results.

Drive better results

When combining Facebook and Audience Network together for website conversion campaigns, advertisers saw, on average, an 11% increase in conversions¹. When combining Facebook and Audience Network together for video views campaigns, advertisers saw, on average, 16% increase in video views². When combining Facebook and Audience Network together for app install campaigns, advertisers saw, on average, a 9% increase in app installs³.

¹ Facebook internal data, analysis of website conversion campaigns, March 2018
² Facebook internal data, analysis of video views campaigns, March 2018
³ Facebook internal data, analysis of app install campaigns, March 2018

How it works

When you create an ad on Facebook for News Feed, your ads can also be delivered in Audience Network. Eligible ads are converted into different placements including native, banner, interstitial, in-stream video, and rewarded video ads on a growing number of Facebook-approved publishers. You can also customize your creative for Audience Network and still take advantage of automatic placements.

People-based marketing, beyond Facebook

Because Audience Network uses the same people-based targeting we offer on Facebook, you’ll have control over who your ads are delivered to through these targeting options.
 
Advertisers can customize or use the same video and display creative they use for their Facebook campaigns to deliver on Audience Network publishers. Placements available on Audience Network include native, banner, interstitial, in-stream and rewarded video on mobile devices and in-stream video on desktop and connected TV (CTV).*

Native ads offer the advantage of matching the look and feel of the app or site in which they appear. Native ads account for on average over 83% of our available mobile app placements.¹ The creative assets you upload will be automatically converted to the placement type where your ad is shown, be it native, banner, or interstitial.

An example of a native ad is from Spotify in Audience Network through its publisher Huffington Post's app. On the left, is an example of Jasper's Market in Audience Network through its publisher Daliyhunt's app. The ad matches the look and feel of the app, providing a positive ad experience for the user, while retaining the high relevance of Facebook ads.

Note: Your ad creative will automatically be configured to the placement in which it's displayed on Audience Network.

¹Facebook Internal Data, April 2017
*CTV is not yet available to all advertisers.
 

Available ad formats

Audience Network uses the same creative and ad text you use for your Facebook News Feed ads. Here's a quick look at the available formats.

Single image (mobile)

• Native
• Banner
• Interstitial

Video

• Native
• Interstitial
• In-stream desktop
• In-stream mobile
• Delivers in video placement
• In-stream on web

Carousel

• Native
•  Interstitia

• Available objectives

  Audience Network is available for campaigns with any of the following objectives:
• 
  

  Awareness

  • Brand awareness
  • Reach

  
  

  Consideration

  • Traffic
  • Engagement
  • App installs
  • Video views

  
  

  Conversion

  • Conversions
  • Catalog sales

  
  

 Brand safety

We're committed to maintaining a safe and respectful environment on Facebook, for people and brands alike. We review on-demand and Live videos on Facebook and content in Instant Articles for violations of our Community Standards. We also review 3rd party websites and mobile apps on the Audience Network and stop ads appearing if they violate any of our Audience Network policies. Only apps, websites and Facebook Pages that comply with our policies can be part of Audience Network.

As we expand the places where ads can deliver, we're including a growing number of ad options that are more deeply integrated with content, such as in-stream video ads and Instant Articles. Audience Network provides our advertisers with more opportunities to reach their target audiences within unique, immersive experiences. To help advertisers ensure their ads are associated with the appropriate content, we've enhanced transparency and advertiser controls.

Placement controls

To get the best results for your ads, we recommend using Automatic Placements so Facebook’s delivery and optimization engine can help you drive more efficient results. However, if you want to apply controls to where your ads can run, select Edit Placements in Ads Manager to reveal a range of controls.

Video placement type controls

Placement type controls enable you to choose the types of ad units in Audience Network where your ads will deliver. Choose from the among the following options.

• Native and interstitial: video appears in a standard ad unit.
• In-stream videos: ad appears before or after other video content.
• Rewarded videos: appears when a person opts in to watch a video ad in exchange for rewarded value in a game.

 

Advanced options

Audience Network offers the following tools to help you control where your ads will run. You can manage these controls in the placements section of Ads Manager below Exclude Content and Publishers. They're also available via our API.

 

 

 

• Category blocking gives advertisers the ability to block specific categories of content in which they don't want their ads to be seen. Under advanced options, click on Exclude Categories to reveal options. Learn more in the Help Center.

• Domain/app block lists allow advertisers to block their ads from delivery on specific websites, mobile apps, or Instant Articles. You can upload a text file (.txt or .csv) that includes website domains and app store URLs that you'd like to block. Learn more here.

 

 

Delivering ads in Audience Network is easy. Whenever you create a campaign using the Ads Manager, Power Editor, or via the API, Audience Network is selected by default when you choose any of the ad objectives shown below.*

 

 

 

Optimize Placements

We recommend leaving the Automatic Placements option selected. This will enable your placements to be optimized based on which ones are performing best. However, if you'd like to utilize the placement controls we covered earlier, select Edit Placements to reveal placement selection options.

For example, campaigns with the Video views objective that have “In-stream Videos” and “All Devices” selected will deliver across desktop, mobile, and CTV.

 

 

Ad Preview

Before you click Place Order you can preview your creative in all the placements you selected, including Audience Network. You’ll be able to see what the ad looks like for the different placements available in Audience Network: native, interstitial, banner, in-stream video, or rewarded video.*

To preview your ads on mobile devices for real, try Creative Hub, a tool for mocking up creative content in a range of Facebook and Instagram ads formats. This is an important step to make sure they display correctly. Previewing on a mobile device is the best way to understand how people will experience your ad. It's also a good way to manage the approvals process with coworkers and clients.

*The ad preview tool may occasionally show a preview that differs from how your ad will appear on Audience Network as ads can render differently depending on the publisher environment, particularly for the native ad placement. If your image appears distorted in the preview, this is most likely a limitation of the Ad Preview tool and not an accurate representation of how your ad will appear on Audience Network.

 

 

Access insights into ad performance on Audience Network

Audience Network gives you access to the same measurement tools available for ads delivered on Facebook, so you can measure and optimize your campaigns based on the deep insights available through Ads Manager reporting, Audience Insights, and Facebook Analytics.

You can also use split testing to test which creative, targeting criteria, or other variables impact the performance of your ads. Set up a split test to evaluate campaign performance when using Audience Network + News Feed, versus News Feed alone. Learn more about split testing here.

Sample report showing Audience Network performance across placements.

 

 

Success Stories

Jet: Inspiring shoppers to save

86%

Lower cost of traffic

on Audience Network¹

34%

Lower cost per purchase

on Audience Network¹

8.7mm

People reached¹

The ecommerce site Jet developed an ongoing campaign across Facebook, Instagram, and Audience Network to reach new customers and re-engage with existing ones, reaching millions of people at a 34% lower cost per purchase.

“Jet was designed to save customers time and money, and we’re constantly looking for efficient ways that allow us to do this at scale. Through Audience Network, Facebook has been able to expand our campaigns beyond News Feed, reaching new users in different formats at a lower cost. Audience Network has allowed us to find efficiencies in Facebook advertising, saving us time and money: win-win.”
-Michah Moreau
Senior director of marketing, Jet.com

¹ Jet - Facebook Success Stories

8Fit: Reaching a global fitness audience

10.5%

Increase in app installs compared to Facebook alone²

6%

Increase in in-app sales compared to Facebook alone²

3.6%

Lower cost per install²

Launched in 2014, 8fit is a fitness-focused app that’s dedicated to making a healthier lifestyle available to everyone. 8fit wanted to promote its fitness app and encourage people to install the app and pay for a customized workout and meal plan. They ran an awareness campaign on Facebook, Instagram, and Audience Network, reaching significantly more people than it did with Facebook alone and increasing in-app sales by 6%.

"Adding Audience Network has enabled us to scale further and expand Facebook’s already unparalleled reach at a similar return on ad spend. We are now leveraging Audience Network for all of our Facebook campaigns."
-Thomas Petit
Head of Growth, 8fit

²8Fit - Facebook Success Stories

QNB Finansbank: Best practices, great results

5X

lower cost per loan transaction compared to traditional media channels³

10x

Increase in conversions compared to previous website conversion campaigns³

40%

Of customers who use the app reached by the campaign³

One of the biggest private banks in Turkey promoted its new and optimized loan process using Facebook’s mobile app engagement ads. QNB Finansbank set a goal of reaching people who were active mobile banking app users to promote its new digitized consumer loan process. They used placement optimization to ensure maximum reach for its campaign across Facebook, Instagram, and Audience Network.

"Our online loan product is used to provide our customers with an immersive digital experience anytime, anywhere. Through Facebook’s advanced targeting and measuring capabilities, we created a solution that decreased costs and improved efficiency, resulting in lower cost per conversion and wider reach in targeted segments compared to other digital and offline channels."
-Selen Gulbahce
Assistant Manager, QNB Finansbank

³QNB Finansbank- Facebook Success Stories