Facebook Inc., owner of the world’s most popular social network, is testing advertisements for external mobile applications, potentially adding another source of revenue from wireless devices.
The effort comes after a similar experiment about a year ago that ran on mobile gadgets that the Menlo Park, California-based company called a “small test” at the time.
“We’re currently running a second test to show Facebook ads off Facebook in mobile apps and on mobile sites,” the company said in an e-mailed statement. “Our goal is to improve both targeting and relevancy of the ads people see. Since this is a test, we don’t have additional details to share.”
Facebook, which has more than 1 billion users, is looking for new ways to beef up its mobile-advertising efforts as consumers shift to smartphones and tablets. While the company got more than 40 percent of its ad revenue from mobile in the second quarter, Facebook remains a distant No. 2 in the market.
Google will capture about 53 percent of the mobile ad market this year compared with Facebook’s 16 percent, according to EMarketer estimates.