Facebook is turning to emerging markets for its future advertising revenue growth.
Facebook is gaining users most rapidly in markets such as the Asia Pacific region and some parts of Africa, but these users are generating the social network much less advertising revenue than their North American and European counterparts.
To attract more advertisers in developing countries, Facebook is embarking on a series of new initiatives aimed at these countries.
One example is the launch of its Immersive Canvas mobile advertising format in the Asia Pacific region. Immersive Canvas ads expand to full-screen size to allow users to do things like buy an item on a website-style interface without actually leaving the social network.
It is also expanding its video advertising target-rating points metric to certain Asia Pacific countries such as the Philippines and Indonesia.Â
