Facebook has opened up its Audience Network to marketers across the globe following extensive testing, enabling campaigns to be extended beyond Facebook and into other mobile apps.

The Audience Network uses the same targeting and measurement features marketers will be familiar with from advertising on Facebook, and can use the same imagery and assets, delivering ads as banners, interstitials and native content designed to fit seamlessly within apps across smartphones and tablets.

As part of the worldwide rollout of the platform, Facebook is adding link ads to the already supported app install and app engagement ads, enabling advertisers to drive traffic to their mobile websites.

Businesses have already seen strong results from using the Audience Network, with Walgreens increasing its reach by 5 per cent compared to other Facebook campaigns, and improving its click-through rate by 4-5 times during testing. Publisher HarperCollins saw a 16 per cent increase in impressions, while game developer Machine Zone was able to find new, highly engaged players while decreasing its overall cost per install.

“The Audience Network has helped us reach potential new readers outside of News Feed,” said Jennifer Hart, senior vice president, associate publisher and group marketing director of William Morrow, a HarperCollins imprint. “Weve found the Audience Network to be a very effective marketing tool and weve used it for some of our bestselling authors, including Susan Elizabeth Phillips and James Rollins, just to name a few.”