Yes­ter­day was a huge day at F8.  If you missed it, please read my col­league Lawrence’s blog post for a great sum­mary.  On a per­sonal level, I’m excited about Time­line.  It will be very inter­est­ing to see how quickly users adopt and build out their Time­lines.  My guess is pretty quickly. 

While a bit more behind the scenes, there were also a num­ber of big announce­ments at F8 that impact adver­tis­ing on Face­book.  Both of the announced changes stem from the flex­i­bil­ity to define “action-type” in appli­ca­tion usage, shift­ing from the gen­eral “like” to the more spe­cific “played, read, watched, ate, drank” or any other verb.   In this post,  I’ll take a look at the poten­tial impact to both Spon­sored Sto­ries and Mar­ket­place advertising.

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Spon­sored Sto­ries will now be much more impact­ful by cap­i­tal­iz­ing on the descrip­tive for­mat of the new action-types.  Rather than some­one sim­ply “lik­ing” a par­tic­u­lar music show, a ticket sales appli­ca­tion from Live Nation could add the detail that the per­son bought tick­ets to a par­tic­u­lar show.  This more descrip­tive action adds impor­tant con­text for con­nec­tions: this per­son bought tick­ets from Live Nation and will attend a par­tic­u­lar show.  The addi­tion of spe­cific actions will result in stronger influence.

 

Fur­ther­more, the appli­ca­tion owner is not the only per­son that can use data for Spon­sored Sto­ries.  Tak­ing the above exam­ple, the con­cert venue may want to run Spon­sored Sto­ries using data from Live Nation to enhance demand for the show.  The caveat is that the Spon­sored Story will always link back to the appli­ca­tion (in this case that’s good for the con­cert venue).

 

Out­side of Spon­sored Sto­ries, the action-type will also cre­ate a new pool of tar­get­ing cri­te­ria for Mar­ket­place ads.  For exam­ple, Nike can now tar­get run­ners as a pool of users whose inter­ac­tions with all types of appli­ca­tions define them as such (action-type=ran).  Using action-type is poten­tially much more rel­e­vant and recent than the broader inter­est tar­get pulled from pro­files. 

 

These changes are being made avail­able via the Face­book Ads API.  We’re excited to test the effi­cacy and deter­mine the poten­tial for these new ads and tar­get­ing.  And we’re thrilled that Face­book is con­tin­u­ing to inno­vate in their ads product.

 

More to come from us as we test and learn…

 

Justin Mer­ickel, VP of Mar­ket­ing and New Prod­uct Development

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