Another “Thumbs Up” for Facebook

by

fbatlas

At EZG, we have a common request asked of us by our clients – they want to target their advertisements by appropriate demographic and target their audience based on behavior and context.

Simply put, our clients want to be able to do more than just target broad audiences like “Adults 25-54”. They want to be able to reach specific people who are interested in their products or services, and possibly already shopping around for it! Ideally, these potential customers would be talking about it on social media as well.

As advertisers, we’ve had popular search engines like Google and Yahoo! on our radar for years as our go-to sites for targeting. However, there is another advertising platform that is quickly becoming a top contender in the industry – and that heavyweight is social media.

This week, Facebook rolled out a new ad network titled Atlas,(Atlas is a former product of Microsoft that Facebook purchased last year for about $100 million) which now allows the site to follow users across the web and serve ads to them on non-Facebook sites.  The ads they are served will be based on information they have listed on their Facebook profiles.

For example, if a woman posts a Facebook status about recently having a baby, Atlas will allow advertisers to serve her ads relating to diapers, baby clothes, etc.  Sounds like a targeted dream come true, right?

In a blog post posted by Erik Johnson (Head of Atlas) earlier this week, he explains that there is a lot of room for improvement in this type of advertising. According to Johnson, “Today’s technology for ad serving and measurement – cookies – are flawed when used alone. Cookies don’t work on mobile, and are becoming less accurate in demographic targeting and can’t easily or accurately measure the customer purchase funnel across browsers and devices or into the offline world”.

Sounds like a flawed system, but Johnson believes that Atlas acts as a way to solve the problem by using something called people based marketing.

As an advertiser, there were a few things that I found interesting about Atlas. First, I think it’s great that Atlas tracks social media users across all devices. Obviously, mobile and tablet use by consumers is increasing, and it makes sense for advertisers to be able to serve targeted ads on these popular devices.

Secondly, I love the measurability that Atlas provides. Johnson writes that “Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales”.  For us, this is a huge benefit of the tool.

Our clients are very careful with how much they like to allocate towards their advertising budget and are very concerned with each campaign’s ROI. This can be a great way to track an advertising campaign’s success and the results can guide us in the optimization process.

I’m looking forward to seeing the positive impact Atlas will make for advertisers. I think Atlas could be a real game changer in the industry and hopefully something EZG will implement in our targeted campaigns.

It is really astounding how social media networks are now competing with sites like Google on advertising space. Who knows, will Twitter be next?

Advertisements

Tags: , , ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s


%d bloggers like this: