Facebook has launched a “Creative Accelerator” programme in developing countries to aid brands targeting consumers through their mobile devices across 2G or 3G networks. Facebook has launched the program in India, Indonesia, Turkey, South Africa and Kenya.
The Creative Accelerator program tells whether a Facebook user is on a fast or slow mobile connection and accordingly serves them a speed-appropriate ad. For E.g. a Facebook user with a 2G connection may get a text advertisement for a product while a consumer with a 3G connection, might get a photo or video ad for the same product.
Facebook has worked with Nestlé in India to launch an ad for Nestlé Everyday, with a a photo ad for slower connections and a video ad for faster connections. Apart from Nestle Facebook has teamed up with Coca-Cola, Samsung, Lifebuoy and Virgin Mobile for the programme.
Currently, Facebook has 118 million monthly active users in India of which 106 million users access the social networking website from their mobile device. By 2017 India will have more Facebook users on mobile than US. The Accelerator program will help brands reach consumers on mobiles and help generate more advertising revenue for the social networking site. Facebook will also be leveraging on its bandwidth targeting programme which was launched last year to enable advertisers to reach people based on the network connection. Read: Facebook Lite: New app designed for 2G networks, low-end phones
Mark D’Arcy, VP, chief creative officer, Facebook Creative Shop stated, “Our Creative Shop team is collaborating with businesses and agencies to build great creative, across all devices, specifically looking at consumer behavior in high-growth countries, including India, Indonesia, Turkey, South Africa and Kenya.”
A Facebook spokesperson stated, “With people coming online at staggering rates and are doing so on mobile, especially in high-growth countries, we know mobile phones are much more than a way to place calls and send messages. It’s often a true lifeline, providing information about market prices, healthcare, banking, employment, entertainment and everything in between. And as people are connected to Facebook, our teams are building new ad solutions (country by country), plus developing new creative programs to help advertisers reach people at scale and build meaningful creative.”
Source: Facebook