Just because there are protections for many regarding equal Internet access does not mean that there isn't a fair share of exploitative practices. There article below reflects this!
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Updated: March 9, 2015 12:07 PM
Facebook is helping brands advertise
on mobile devices in developing countries with spotty service
While Facebook’s Internet.org is
busy finding ways to beam
high-speed satellite Internet to disconnected parts of the world,
other Facebook initiatives are trying to capitalize on the site’s existing
users in developing countries where mobile networks are already available, if
slow.
The latest of the company’s efforts
in this department is the Facebook Creative Accelerator, a new program helping
brands design mobile ads that work technologically and culturally in
high-growth countries outside the West. In recent months, ads for Nestlé, Durex
and Coca-Cola have been launched in India, Indonesia and Kenya, respectively.
Turkey and South Africa are next on the list.
“[Creative Accelerator is about] how
we can make stories, connect brands with people—but also their technical
realities of their situation, with varieties of phones and bandwidths,” says
Mark D’Arcy, chief creative officer of Facebook Creative Shop, Facebook’s group
that works with agencies and brands, and runs Creative Accelerator.
Key to the Creative Accelerator
program is a technique that can tell whether a Facebook user is on a fast or
slow mobile connection, then serve them a speed-appropriate ad. A Facebook user
with a 3G connection, for instance, might get a photo ad, while another user in
the same country on 2G might get a text ad for the same product. Advertisers
have used this speed-sniffing technique for years, but its application to
developing markets — where more people are using mobile devices — is new.
“It’s the first time that I’ve heard
this kind of targeting being used in developing markets,” says Karsten Weide,
an analyst at IDC, of Facebook’s program. “It’s a great idea for the
advertiser, and it’s a great idea for Facebook, too.”
In India, for example, Facebook
worked with Nestlé to launch an ad for Nestlé Everyday, with a video ad for
faster connections and a photo ad for slower connections. Here’s what it looks
like:
Facebook
As another example, in Indonesia
Facebook worked with Durex to design ads whose images were compressed in
manners easily downloadable by the user’s mobile bandwidth speeds. They also
differentiated the ads by male and female users:
Men: Make her yours and create an unforgettable honeymoon
moment #PrepareForLove
Women: Only you and your lover know when you have to
#PrepareForLove and create an unforgettable honeymoon moment
Facebook’s efforts to help brands
advertise on mobile devices speaks to those gadgets’ dramatic global
proliferation. More than half a billion Facebook users now visit the social
network only via their mobile devices, the company said in January.
Meanwhile, people in developing countries are increasingly reliant on mobile
devices as their gateway to the Internet, as cheap phones and subsidized plans
spread. For example, here’s a look at how the mobile markets are growing in
Indonesia and India, two countries where Facebook’s Creative Accelerator is
doing business:
While Internet.org has been criticized
by some as a business effort disguised as altruism (Facebook would, of course,
benefit from having more Facebook users in the world), the company readily
acknowledges the Creative Accelerator project is a commercial undertaking.
After all, mobile ads are growing dramatically in financial importance for
Facebook — they made up
almost 70% of Facebook’s $3.6 billion ad revenue in the fourth quarter.
Facebook’s D’Arcy, however, says that if people in the developing world are
going to see mobile ads — and see ads they will — shouldn’t those ads at least
be worthwhile?
“We have a belief that advertising
should be valuable for the people that make it, but also the people that
receive it,” says D’Arcy. “It’s not the case that the sophistication of people
is reflected in their technical limitations.”
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