Although consumers are using mobile devices more than ever, not everyone is using a smartphone. With that in mind, Facebook has updated Power Editor and the Ads API to give advertisers a “feature phones only” placement option.
A feature phone has additional functions over a basic phone capable of just voice calling, but it isn’t quite on par with a smartphone’s capabilities. While smartphones offer a better social experience, they aren’t used by most people around the world.
In 2011, feature phones accounted for 60 percent of mobile phones in the U.S. and 70 percent worldwide. Although those figures have and will likely continue to drop, Facebook seems to believe that enough people are still using them to warrant this update.
Like smartphones, feature phones have had ads in News Feed for the past year, including Sponsored Stories, Page Post Ads, and the “Pages You May Like” module. The only type of News Feed ads not supported by featured phones are Mobile App Install Ads and Facebook Offers.
To make it easier to create a campaign around feature phones, Facebook has added a “feature phones only” option in the “creative and placements” section of Power Editor and the Ads API. Previously, this section was limited to iOS and Android devices only. Instead, advertisers would have to create feature phone campaigns using broad category targeting.
This is a particularly important update for brands with international audiences, as well as companies that manufacture or sell feature phones. That said, be aware of the text and image size you use. It’s recommended that you optimize for a smaller screen and avoid sending individuals to another site because it might not render properly.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.