Mobile devices have taken over the world in the last decade or so. The devices, that were only seen as supplements to computers and laptops, have now slowly started replacing them. The number of users who access the internet through mobile devices is much higher than that of those who use the PCs. And keeping up with this change, the ad tech industry has launched a number of mobile ad networks that feed ads exclusively to mobile apps and mobile web. Two of the best mobile-specific ad networks are the Facebook Audience Network and AdMob. Facebook Audience Network (FAN) is a relatively new mobile ad network, developed by Facebook, that allows Facebook advertisers to improve their performance and expand their reach by showing ads on third-party apps and mobile web. AdMob is Google’s very own mobile ad network that allows publishers to monetize their mobile apps with relevant ads from a huge inventory of advertisers.
In this article, we will do a relative study of these two mobile ad networks and try to figure out their pros and cons.
Facebook Audience Network vs AdMob: Minimum Traffic Requirement
To create a custom audience in Facebook Audience Network, there have to be at least 20 individuals. However, Facebook recommends having several hundred people in the audience before using an ad so that the CPA and relevance score is higher. It becomes difficult to deliver and optimize an ad if the network is too small.
Since AdMob is also owned by Google, it has no minimum traffic requirement. It does not impose any language requirement either. But to become a publisher in this network, you need to have a prior approved AdSense account.
Facebook Audience Network vs AdMob: Revenue Share Percentage
Facebook Audience Network aims to provide mobile publishers with the best monetization solution, through people-based targeting and high-quality ads. The network has not disclosed a specific revenue share at this point. We will update this section as and when some new information is available.
AdMob has a revenue split ratio of 60:40. The network shares 60% of the generated revenue with the publishers and retains the rest 40%.
Facebook Audience Network vs AdMob: Ad Quality
Facebook is one of the most dominant players in today’s digital sector and displays high-quality advertisements in its audience network across all mobile devices. It displays advertisements on the mobile app and mobile website across all platforms. When using Facebook Audience Network, publishers and developers are given an option to choose between three different ad units: banners, interstitials and native ads. All the ad units have the access to the same targeting and advertisers. Advertisers who use ads to drive actions like website purchases are more likely to employ Facebook Audience Network to scale individual acquisition campaigns. Advertisers could do this for limited-time sales or to promote brand-new products, then use those initial user actions to inform subsequent remarketing campaigns on Facebook.
AdMob, being a Google product, has global reachability and displays high-quality advertisements. It supports cross-platform monetization (Android, iOS, and Windows). Publishers have the ability to customize text ad units with specific colours and fonts in order to maximize visibility and click rates.
Facebook Audience Network vs AdMob: Publisher List
Facebook Audience Network is used by top advertisers and publishers because the network is accessed by billions of people around the world. Publishers include AppNexus, media.net, Index Exchange, and portable among other big names of the industry.
AdMob is used by top app developers around the world like Etermax, Cheetah Mobile, Backflip Studios and Fingersoft.
Facebook Audience Network vs AdMob: CPM and RPM Rates
The CPM earnings of Facebook Audience Network varies greatly depending upon the targeted traffic. It is generally in the range of 50 cents to USD 3. The more the advertisers bid for that audience, the higher will be the CPM. Strong CPMs can be seen if a majority of the site’s traffic is mobile based and from tier one countries. The performance is good for Asian and global traffic and high eCPMs of USD 1 to 5 can be obtained.
The earning model of AdMob is based on a CPM basis, though there is also some CPC advertising available. The revenue is highly dependent on the location of the traffic. AdMob provides lower rates of CPM compared to AdSense. The average RPM on Android platform lies in between 15 cents to USD 1.50 while on iOS, it is between 20 cents to USD 2. They have very good fill rates and competitive eCPMs. Interstitial ad units have an RPM rate of USD 2 to 4 for Android platform and USD 3 to 5 for iOS platform.
Facebook Audience Network vs AdMob: Payment and Earnings Report
Audience network has a monthly payment cycle with payment occurring in the third week of the month for previous month’s revenue. Bank details of the publisher need to be provided. If the earning becomes greater than USD 100 without the publisher taking out the payment then further ad display gets suspended. Facebook launched the “Advertiser Outcome Score” in October to help publishers figure out how to make their ads more impactful. It shows publishers how their inventory is performing as calculated by a combination of ROI-focused metrics.
AdMob follows the monthly payment cycle. The minimum payout threshold is USD 20. It supports payment through a number of portals which include ACH, PayPal, and Wire Transfer.
Facebook Audience Network and AdMob are both premium mobile ad networks providing efficient services. However, AdMob only lets you monetize mobile apps. Thus it most suitable for app publishers. Facebook Audience Network lets advertisers feed ads to Facebook, third-party apps and mobile web, thus increasing advertiser reach. 80% of the Audience Network’s ads are native, which draw 7x greater cost-per-impression and 20% to 40% higher revenue per user than its banner ads. Apps can sell fewer ads, but make more money off each one, since they’re highly targeted. However, the revenue generated in the Audience Network is poor compared to AdSense. Hopefully, Facebook will improve on this by some optimization. We hope this article on the comparison between the two mobile ad networks has been helpful and will enable you to make a decision.
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Both Admob and Facebook Audience Network can help app developers monetize their inventory at premium rates with a good fill rate across all geographies.