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Tag: Custom Audiences

  • Facebook Custom Audiences Get Expanded Matching Capabilities

    Facebook announced new matching capabilities with Custom Audiences on Monday. These were actually enabled a week prior.

    Facebook Marketing Partners and marketers that that use the Ads API can match on multiple data types at once “to increase the coverage and accuracy for data file Custom Audiences,” Facebook says.

    “By expanding the Custom Audience matching capabilities, marketers will see increased match rate (coverage) while maintaining the 1:1 match accuracy. Any data used for matching will still be hashed and all hashes will be deleted after the matching process,” the company says on its Marketing Partner site (via SocialTimes). “Prior to this change, Custom Audiences only supported matching for one hashed data type at a time: email address, phone number or mobile advertising IDs. We’ve now expanded the matching capabilities for Custom Audiences to allow real-time matching across multiple data types at once.”

    Data types available for matching include: Email, Phone Number, Mobile Advertiser IDs, First Name, Last Name, Date of Birth (year,month, date), Gender, City, State/Region, ZIP/postal code, and Country (available this month).

    Facebook first released the feature in the Ads API.

    Image via Facebook

  • Facebook And IBM Are Working Together On Personalized Ads

    Facebook and IBM have teamed up on marketing solutions with IBM’s marketing cloud clients now being able to utilize Facebook’s ad capabilities starting today. This includes Custom Audiences, which can be used in conjunction with IBM’s analytics and design features.

    IBM has a new feature called Journey Designer, which brands can use to create personalized customer experiences and then use Journey Analytics to get a better grip (in aggregate) on how customers responded. According to the company, combining this with Facebook’s ad technologies will enable brands to more accurately determine which customers are among Facebook’s active users and “establish correlations in aggregate between their interests and interactions across multiple channels.”

    The partnership extends beyond this, however. The companies also announced that Facebook will be the first company to join the new IBM Commerce THINKLab, which is a “research and collaboration environment” in which companies work directly with brands to develop new technologies to personalize customer experiences. In this, IBM researchers, Facebook experts, domain experts, designers and other partners will work directly with partners to find areas of need and generate new solutions based on those.

    “Our partnership with IBM will help top brands achieve personalization at scale by using IBM’s marketing cloud to find and engage their target audiences on Facebook, as well as solve their vexing challenges by consulting with IBM Commerce THINKLab, ” said Blake Chandlee, VP of Partnerships for Facebook. “We will also be working closely with IBM Commerce THINKLab to help deliver people-based marketing that’s optimized to achieve each brand’s business goals.”

    “Brands understand the increasing need to provide customers with powerful and personalized experiences to nurture loyalty,” said Deepak Advani, General Manager at IBM Commerce. “Through this collaboration, consumer product companies and retailers will be able to quickly and easily gain deeper insight into what their customers expect and provide them with compelling experiences that bridge the physical and virtual divide.”

    IBM says it will use deep analytics, on top of Facebook’s anonymized and aggregate audience insights with additional info from its own marketing cloud so marketers have a “clearer picture” of their target audiences. They’ll be able to replicate proven campaigns beyond Facebook to other brand channels including their own stores, sites, and apps, the company says.

    It uses the example of a retailer launching a new line of running gear using Facebook’s Custom Audiences and targeting solutions to segment customer groups that are interested in long-distance running. They can gain insights into the audience’s running gear preferences, adn then offer deals based on those and location.

    Wired says the partnership will “supercharge” personalized ads. You have to think that IBM’s analytics capabilities and Facebook personalized data capabilities will indeed make for a pretty powerful combo.

    Image via IBM

  • Facebook Rolls Out Custom Audiences

    Facebook announced that it is rolling out Custom Audiences for general availability after previewing the new targeting feature last fall.

    Custom Audiences let businesses target people who have visited their website or mobile app with certain News Feed ads that feature enhanced call-to-action buttons.

    “Custom Audiences from a website or mobile app combines the power of Facebook’s existing Custom Audiences capabilities — scale, real identity across devices, and accurate targeting — with real-time automated audience creation,” the company explains in a blog post. “By placing the Facebook remarketing pixel on their website, or the Facebook or third-party SDK in their mobile app, more marketers can now build Custom Audiences based upon the actions people take while visiting their site or mobile app — and then show deliver ads based on these actions.

    “For instance, a travel website with the remarketing pixel could use Custom Audiences to reach a group of people — say, people that searched for flights but never made a reservation — with a targeted message in News Feed: Come back for 10% off your next flight reservation,” Facebook adds. “Similarly, a retail mobile app could build retargeting campaigns by installing the Facebook or third-party SDK in their mobile app and target people on mobile or desktop, encouraging them to come back and purchase the items left in their shopping cart.”

    Facebook Custom Audiences

    The feature works with all of Facebook’s ad formats, placements and targeting capabilities, and is available through Power Editor, Ads Manager, PMDs and the API.

    Also, when an advertiser creates a Page post, they’ll have the option to add one of the following calls to action in the right-hand lower corner of the ad: Shop Now, Learn More, Sign Up, Book Now or Download.

    Image via Facebook

  • Facebook Adds Third Parties To Custom Audiences Tool

    Last fall, Facebook released its custom audiences tool for marketers. Now, they’ve expanded it to allow businesses to use Datalogix, Epsilon, Acxiom, and BlueKai.

    Businesses that already work with these third parties can use the same info they have used elsewhere to create campaigns on Facebook. Facebook will work with these third parties to create pre-defined targeting categories on Facebook, so businesses will be able to target categories like “soda drinkers” or “auto-intenders”.

    “We know that many businesses also work with third party partners to enhance their online and offline marketing in order to show more relevant ads, and so today we’re announcing that we’re expanding custom audiences to allow businesses to work with these third parties,” Facebook says. “For example, an auto dealer may want to customize an offer to people who are likely to be in the market for a new car. To do this many businesses work with third party companies to better understand who might be in the market for a new car.”

    “As with the existing custom audiences tool, these select partners use a privacy and data-protective matching process,” the company says. “The process is specifically designed so that no personal information is exchanged between Facebook, marketers or third party partners. People will still have the same controls over what ads they see on Facebook.”

    The enhancements will be rolling out in the coming weeks to marketers in the U.S.

    Earlier this week, AOL announced that its Advertising.com customers can now access Facebook’s inventory.

    According to a report from Ad Age, Facebook is set to announce the acquisition of Microsoft’s Atlas ad platform as soon as today, following rumors that it would do so in recent months.