‘Facebook pressures advertisers to cut mobile page load speeds or it’ll cut their reach’ – Marketing Land
Tim Peterson says, “Facebook has sent out a warning to advertisers: cut down the time it takes to load your web pages or we’ll cut the reach of your ads.
Facebook plans to start considering how long it takes a link brands include in their ads to load when it decides whether to show that ad to someone, the company announced on Wednesday.
The move is the company’s latest effort to make Facebook a less frustrating place for people to peruse while on a phone, as were the introductions of Instant Articles and Canvas formats. And it could have the perhaps-not-unintentional effect of pushing brands — as it’s pushed publishers — to make more content that’s native to Facebook and coincidentally quicker to load, like Instant Articles and Canvas posts/ads.
Don’t get me wrong. Facebook’s consideration of mobile page-load speeds is commendable. As the growing popularity of ad blockers shows, people are sick of waiting too long for web pages to load. And it’s a shrewd business decision. Facebook doesn’t want people to be so discouraged by slow-loading links that they stop clicking on links in ads altogether (and stop making Facebook money)“.
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