Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: Adweek
While brands have been buying ads for niche audiences on Facebook for years, they’ll soon be able to target ads down to the specific household.
Just in time for the holiday-planning season, the social network is introducing a new household audience feature that will let brands direct ads to entire families or to specific people within a household. The tool, which the company announced today, could help aim ads at people who influence purchasing decisions and other ads to the people making the actual purchases.
Here’s how it works: Brands can select a source audience—a custom audience uploaded to Facebook that represents their customers based on an email list, for instance—and then turn on the household audience feature to reach not just the person they’re targeting, but also other people in the same household.
“What we want to do basically is leverage the power of our network to enable that kind of influencing or to support that kind of influencing across the family,” Graham Mudd, Facebook’s product marketing director, said at a press event in New York.
The feature is yet another way Facebook plans to siphon advertising dollars away from television networks, which have historically been how you show the same ads to the same household at the same time. Facebook executives said they’ll be able to identify members of the same household based on signals, such as their familial relationships on Facebook, but also based on the frequency of shared check-ins or where they access the internet.
According to Mudd, there are three use cases for how brands might want to target household audiences. In one instance, he said, a travel brand might want to target ads at the person paying for a trip—flights, hotels, etc.—but the marketer might also want to make sure the people voting on the destination also see the ads. For gifting, if one person might benefit from getting something from a certain retailer, then the ads might be directed at people in the household likely to be buying rather than receiving the gift.
The tool might also be used to reduce wasted ad spend. For example, if someone has already bought a household-specific product or service—a Netflix subscription, an Airbnb reservation—then based on the customer database, the marketer and Facebook know to stop showing ads to that household.