Facebook Studio, the social network’s marketing creativity resource aims to improve how much impact an advertisement can have by offering online and offline targeting capabilities.
The release, which is an extension of the Custom Audiences tool, allows marketers to target their advertisements based on their audience’s offline and online shopping habits.
According to a blog post announcing the service, this came from the idea that many marketers use third-party solutions to support their online and offline advertising activities, so Facebook wanted to offer its clients the ability to work with Facebook approved thirty party solution providers. These solutions include Datalogix, a purchase-based audience targeting solution, Acxiom, a a marketing technology and services company, Epsilon, a marketing services provider of data-driven, multichannel marketing solutions, and BlueKai a Big Data Activation Solution.
Through this combination, marketers will be able to get a more complete picture of their audience and targeted ads appropriately. Companies can identify a person through their name, phone number or email address with the Custom Audiences tool and then use data received from one of the new partners to see which ads would be the most relevant to that customer based on shopping and browsing habits on the company’s website.
We know that more relevant ads are better for people and businesses,” says the blog post. “By showing the right ads to the right people, businesses have been able to increase the effectiveness of their Facebook campaigns.”
How Does this Approach Work?
By adapting these third party tools, marketers can improve their Facebook advertisement experience in one of two ways:
- A business can choose to either integrate information they've already received from another tool with Facebook's
- Create campaigns or start from scratch by working with the Facebook tools to build pre-determined or customer third-party categories.
A Good or Bad Move?
While this decision could be considered an invasion of privacy, Facebook assures users that its new partners use privacy and data protective matching services, which means that they won’t share private information with marketers. They've also assured users that they will have the same control over ads they do now and can control what ads they see, give feedback or opt-out of the service completely.
Though purchase-based targeting will be enticing to brands, adoption will hinge on Facebook demonstrating that it's crossed every "t" and dotted every "i" with respect to protecting consumer privacy,” says Cotton Delo of Ad Age.
Privacy concerns aside, Robert Hof of Forbes says that if Facebook users can look past these privacy concerns, then the social network can become a key advertising platform.
If most people don’t freak out, the move could be one more fairly big step toward making Facebook a more indispensable place to advertise,” he says.
Facebook in the News
Facebook seems dedicated to gradually improving the functionality of its social network for both users and marketers. In addition to its social relevance graph search tool, it also announced a conversion measurement tool for advertisers.
The offline and online advertising tool while announced, won’t be available for a few weeks, with marketers in the United States being the first ones to gain access.