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Ben Hollom – Marketing Director, M2 Bespoke
By Ben Hollom
Brands on Facebook will be able to target users based on their interests and activity outside of the social network by combining data from both desktop and mobile channels, as well as offline, Clickz website reported.
With the help of data brokers like Acxiom, Datalogix and Epsilon, Facebook is aiming to provide a more detailed picture of consumers´ habits. This latest addition to Facebook´s ad products is designed to help large advertisers mostly, because it draws on data from e-mail lists, loyalty programmes and shopping patterns.
According to Paul Marcum, director of global digital marketing and programming at GE, the company is already making plans to take advantage of the new opportunities. There are various audience groups that are relevant to GE, including business decision makers and technology buffs. Interaction with these groups can take place online, on Facebook or offline, but the new ad solution, which can single out people who would be interested in this communication, is very useful, he explained.
So far, Facebook has created more than 500 different groups of users, based on its data from both Facebook activity and offline activity, Clickz pointed out. This would allow a consumer-packaged goods brand to target repeat buyers of children´s cereal with loyalty cards, for instance.
Facebook´s privacy standards admit that many companies already use such information to target consumers from Facebook. However, it states that no personal information is revealed to advertisers or third parties. Advertisers are only provided with general facts about consumers, such as the size of the audience but cannot access any aspect of information regarding individuals in the group, the company noted.
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