By Keith Trivitt | Director, Marketing and Communications
In the Digital Age of marketing, connections are everything. Whether it’s connections with consumers (what modern marketers now call “engagement”), connections between consumers and brand advocates or consumer-to-consumer-to-brand connections by way of online review sites, we live in an increasingly interconnected world. Our offline lives have largely merged with our online lives.
Yet one critical aspect of consumers’ offline and online connections has been missing — until now. The announcement by Facebook of the launch of new “partner categories” marks a critical turning point in marketers’ quest to connect offline consumer purchasing habits and intent with online advertising opportunities.
Here’s how AdExchanger described the new ad targeting tool:
“Facebook is adding new offline purchase data from Acxiom, Datalogix and Epsilon. Advertisers can now target people who buy lots of frozen veggies, for instance, or children’s cereal. They can pluck these segments from Facebook’s self-serve interface, alongside its own social data. … It’s just the latest move in a sustained effort by Facebook to absorb the methods pioneered in traditional display over the past decade.”
What ‘Partner Categories’ Mean for Performance Marketers
Facebook’s new ad targeting tools will have a significant positive effective on many aspects of online marketing and advertising. Performance marketers may benefit the most from this new advertising tool. The ability to connect consumers’ offline purchases with potential intent to purchase via Facebook, and then to serve that consumer a relevant ad or lead generation opportunity, has long been one of performance marketers’ top wishes for Facebook advertising.
Here’s how MediaWhiz Senior Vice President of Media Services Peter Klein put it when I asked him yesterday for his thoughts on these new ad targeting tools from Facebook:
“This is a great move by Facebook. Facebook’s “Partner Categories” ad targeting tool clearly lends itself to better targeting of consumers and less irrelevant ads. (more…)