“By adopting native, publishers don’t have to sprinkle IAB banner ads and interstitial ads throughout the app,” Vogel said. “We see IAB ads as interruptive of experience vs. supportive of it.” Facebook claims publishers will see better performance with autoplay video.
That the format is native is also a selling point. CPMs for native ads on FAN are seven times higher than display ads, Vogel said.
Despite Facebook’s preference for native, the three interstitial ad unit expansions were too difficult to execute in-feed on FAN. There was a lot of technical complexity making the ads match the look and feel of various app publisher environments.
“As a guiding principle, we try to make all these formats available to publishers in feed-like environments, but we haven’t gotten there yet,” Vogel said. He expects, eventually, to offer these interstitial units in-feed.
In the future, ads first tested and released on Facebook’s mobile app will generally be rolled out to FAN. But not everything will cross over.
FAN doesn’t support ad formats that make little sense outside Facebook’s walls, like a campaign to add “likes” to a brand’s page. It also can’t support the technically complex “local awareness” ads, which allow users to call or get directions to a local business.