New ways to target your campaigns more specifically
Each product has its own unique target group. This is why a professional and detailed offline marketing strategy has worked for decades. The target group is first described and then selected as precisely as possible based on numerous data such as age structure, social status and housing. Most effective by far are campaigns based on a company’s generated data. No one knows your customers like you do.
Until now, online marketing campaigns have been prepared based on click data.
Most online analysis tools collect data from websites based on the click behavior of the users. That’s why the understanding how users behave on a website is so important. To a certain degree, the data obtained can show you which products a user might be interested in. In contrast to geographic and socio-demographic characteristics, this type of data can not provide background information on each person. This type of background info is central to the actual purchase decision – and therefore the advertising strategy.
New possibilities for online campaigns using the new advertising network “Atlas” by Facebook
The introduction of the new advertising network Atlas by Facebook makes it possible to create targeted ads even outside your own social media reach.
With a facebook-owned Adserver, now Ads can appear on third-party websites and in apps. The audience targeting is based on the dataset of your own social network.
In addition, users of the Atlas advertising network should be able to combine their own data with those of Facebook. Online Campaign managers have, for example, the possibility to import lists using their own data. Facebook targeted ads can now be much more specific. Differentiations according to characteristics such as age are now possible.
Data Protection and Privacy
An export of data to a target group for the Atlas-users is not possible – Facebook wants to ensure the privacy and data protection of individuals. Facebook itself should not be able to use the data of its advertisers for its own purposes.
Campaign management across desktop, tablet, mobile and apps
With the introduction of the Atlas advertising network, Facebook allows targeting, compared with competitors such as Google, in a more precise way. With Atlas, a potential customer can reached on many different devices. In the simplest case, the identification of the advertisers is done by Facebook-login. In addition, Atlas can also identify a person based on the Facebook SDK for Apps, and Mobile-indentifiers like the Identifier for Advertising by Apple (IDFA) and the Advertising ID of Android. So the targeted placement of targeted ads in apps is possible, even if no Facebook login is used.
For Atlas, Facebook has closed agreements with several advertising networks and app providers. The ability to go after potential customers across platforms with more specific targeted advertising could create many new opportunities for any advertiser’s marketing campaigns.