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Carri Bugbee

Facebook to Use Web Browsing History For Ad Targeting | Digital - Advertising Age - 0 views

  • From every ad, users can also steer themselves to an "ads preferences" settings page, where they can tell Facebook not to show them ads based on their inferred affinity for certain categories. Conversely, they can also select categories they are interested in.
  • Now users who click or tap on the drop-down menu on a Facebook ad and select "Why am I seeing this ad?" will be taken to a brief explanation for why that ad was shown to them. For instance, a user could be told they saw an ad because they're interested in televisions, and that Facebook's inference was based on pages they've liked and ads they've clicked on.
  • the new targeting is intended to help direct-response advertisers, in particular, to make their Facebook ads more relevant to their selected audience.
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  • For now, it will capture websites that use Facebook's conversion tracking pixel -- which advertisers affix to see if their Facebook ads are yielding sales and traffic -- as well as mobile apps that use Facebook's software development kit to deploy Facebook services, like the log-in. Websites and apps that have Facebook's tracking software encoded to retarget their visitors are also in the mix. Impressions tracked via the "like" button encoded in mobile apps -- which Facebook recently introduced at its f8 conference for developers -- will also be included.
Carri Bugbee

Facebook hints at big changes coming to Messenger app in 2018 - 0 views

  • Facebook will focus on improving visual features in Messenger. In his post, Marcus says “people will expect a super fast and intuitive camera, video, images, GIFs, and stickers with almost every conversation.”
  • Messenger bet big on bots in 2017. Last year the company worked with small businesses and global brands to create more than 200,000 bots for Messenger. Marcus writes, “Look for investment in rich messaging experiences not only from global brands, but small businesses who need to be creative and nimble to stay competitive.” Since many of these bots provide very rudimentary features, we would expect to see improvements in overall user experience this year. We also expect larger brands to follow the lead of brands like Apple Music and Lego in creating marketing solutions made for the Messenger platform. 
  • Expect to see more businesses transitioning at least some of their customer service resources to Messenger. A recent study, commissioned by Facebook found that “56 percent of people surveyed would rather message a business than call customer service, and 67 percent expect to message businesses even more over the next two years.”
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  • This year, we expect to see more brands rely on Messenger as a platform to market and sell products to highly targeted audiences.  With Facebook’s new Messages Objective, brands now create ads that allow prospective customers to immediately be connected to a live customer service representative or bot. Sephora, the multinational cosmetics chain, saw an 11 percent increase in makeover bookings with used Facebook’s targeted ads along with Messages Objective.
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