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BizReport : Mobile Marketing : September 01, 2016

Facebook urges mobile advertisers to speed up or risk reach

Brands on Facebook are being urged to build better, and faster, mobile experiences or risk a drop in their reach.

by Helen Leggatt

This week, Facebook announced that it will start pre-loading pages that mobile ads link to when it predicts that a user will click on the ad. Called 'pre-fetching', the process will make the average mobile site load 29% faster, says Facebook.

The move comes after research showed that 40% of mobile users left a site just seconds after a click when frustrated by slow load times.

As part of the move to improve user experience and allow better third party measurement Facebook will start penalizing companies that do not speed up the load times of their sites, warning that it will start considering factors such as website landing page speed when deciding what ad to show.

"Over the coming months, we're going to improve ad experiences for people by taking website performance and a person's network connection into account for our ad auction and delivery system, better matching ads to the moments where people can best engage with content," the company said.

Tags: advertising, mobile, social

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