More Targeting Options from Facebook

Facebook has launched a new tool called Audience Insights, as part of its Ads Manager service, offering marketers help in tailoring their messages to current and potential customers across its network.

The new tool will be available in the US immediately, with a global rollout planned for the coming months. It promises marketers insight into three types of consumers: current targets, as defined in the network's 'Custom Audiences' tool; general Facebook users; and those connected to a particular page or event.

Facebook stresses that the new service provides information anonymously, combining data from users' own posts with information provided by its third-party partners, who include Acxiom, Datalogix and Epsilon but sharing no personal information between any of the parties.

Analysis available from the social media giant now includes demographics (including age, gender, lifestyle, relationship status, household size and work position), Page likes, location, language, and Facebook access frequency and devices. Combined with the firm's Partner Categories offer, marketers can also target using consumers' purchase activities in-store as well as online.

Facebook recently enhanced its Lookalike Audiences tool, launched a year ago, to allow advertisers to create lookalikes based on their own data re site visitors, app users or Facebook fans; and in February it rolled out an improved Core Audiences targeting feature built into all its ad buying interfaces.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.