Facebook now offer 9 global Ad Targeting Clusters for Mobile Marketers. Mobile Marketers using these Mobile Targeting Clusters have seen on average 30-45% lower cost per gross ads (CPGA) compared to standard demographic targeting. This is from Facebook's weekly update, as of 3rd July 2012. All details from the update can be found here: http://www.stephencater.com/search?q=facebook

1. Facebook Ad Targeting
for Mobile Marketers
June 2012

2. Facebook Ad Targeting for Mobile Marketers
Active Facebook Marketing Global
Targeting Cluster Example Most likely to be…
users who are… Use Cases Size
CRM, local event etc.,
AT&T Customer
accessing Facebook interested in connecting to promoting operator owned
Current customer Cluster, Samsung Ask your
through a mobile device your Facebook Page or in a services (music, apps,
1 of operator OR Customer Cluster,
powered by a specific device sale, plan/tariff offer others), rewards program,
Sales/
OEM Vodafone Customer MESO rep
operator OR OEM. or new device launch. fan building
Cluster
New device launch, DR
not current customers of
an operator and OEM, interested in messages Ask your
Non-current Non Verizon Smartphone offers;
except those accessing about the latest Sales/
2 customer of Customers; Non
Facebook through a smartphone devices and
affordable data plans;
MESO rep
operator and OEM Nokia Customers holiday offers
mobile device powered by data plans.
your brand.
AT&T customers
accessing Facebook interested in messages Ask your
Current customer owning Samsung
through a mobile device about exclusive devices, Sales/
3 of an operator device; HTC
powered by a specific offers from the operator
New device launch
MESO rep
AND OEM customers on
operator AND OEM. AND operator.
Vodafone
Current customer O2 Feature Phone; accessing Facebook
interested in connecting to Ask your
(operator/OEM Deutsche Telecom through a feature phone Smartphone offers;
your Facebook Page or in Sales/
4 who are a feature Smartphone; (or smartphone) powered
the latest smartphone
affordable data plans;
MESO rep
phone or Samsung by a specific operator OR holiday offers
devices and data plans.
smartphone users smartphone OEM.
Samsung Galaxy SI accessing Facebook Ask your
Current users of a interested in new models of
5 device model
users; HTC through a specific device
that device.
New device launch Sales/
Thunderbolt users model. MESO rep
Facebook CONFIDENTIAL

3. Facebook Ad Targeting for Mobile Marketers
Active Facebook Marketing Global
Targeting Cluster Example Most likely to be…
users who are… Use Cases Size
receptive to messages about Smartphone offers; Ask your
Smartphone iOS users, accessing Facebook
6 Users Blackberry Users through a smartphone.
the latest smartphone devices affordable data plans; Sales/
and data plans. holiday offers MESO rep
using Facebook on a phone
Mobile users with receptive to value-driven Smartphone offers;
model (either smartphone or
7 a device >3 years
feature phone) that was
messages and offers for new affordable data plans; 142M
old smartphones and data plans . holiday offers
released 3+ years ago.
receptive to messages about
Smartphone offers;
Active feature using Facebook through a smartphones, data plans and
8 phone users feature phone. offers urging them to upgrade
affordable data plans; 109M
holiday offers
to a smartphone.
logging in 6 out of 7 days receptive to messages about
Highly active web Smartphone offers;
(highly active), besides smartphones, data plans and
9 users without
those we know use offers urging them to upgrade
affordable data plans; 109M
smartphone holiday offers
Facebook on smartphones. to a smartphone.
Facebook CONFIDENTIAL

4. Improve efficacy of conversions using Facebook
mobile targeting
Cost per Gross Adds
30-45%
LOWER
CPGA
Standard Demo Mobile Clusters
Facebook CONFIDENTIAL
Based on testing of mobile clusters against variety of device promotions to drive customer acquisition off-Facebook on
the operators domain site; Measurement is based view & click attribution of eCommerce Gross Adds

5. FAQ
Q. Can I target competitor’s customers?
Clients cannot target competitor’s customers. So O2 can only access O2
customer cluster and AT&T can only access AT&T customer cluster.
Q. Can I get access to these clusters via self-serve?
All mobile clusters are available via self-serve for clients upon request
(i.e. all major mobile operator, OEM and retail partners).
Q. Are these clusters available globally?
All mobile clusters are available globally.
Q. Can I get access to every device model cluster?
Clusters are only available for device models with at least 1 Million users.
Facebook CONFIDENTIAL