Posts Tagged ‘Ad Age’

Ad Age: Shifting Focus from Mobile to Mobility

Friday, February 7, 2014

I came across this op-ed in Ad Age the other day and thought it highlighted an interesting point regarding the need for our industry to stop talking about mobile as a “new” piece of the local ad equation.  Water Cooler Group president, Anthony Young, accurately highlights that this year, smart phone penetration in the United States will hit 80% and tablets will overtake sales of PCs.  Mobile hasn’t just arrived, it is well-established and booming.

Young writes that we need to take our marketing efforts from simply using mobile as a venue to push ads to integrating “mobility” solutions into all aspects of marketing. Pushing an ad on a mobile device is far different than creating a relevant experience to a consumer whose time is valuable.  Consumers continue to be on-the-go and expect to be connected at all times, so as marketers, we should create useful and meaningful experiences that allow them to connect to brands easily and quickly.

Check out the full article on Ad Age.

Facebook Using Offline Data to Target Online Ads

Monday, February 25, 2013

Facebook

Ad Age reports that Facebook has started a new strategy for targeting ads to its users. The social network is working with big data firms Acxiom, Datalogix, and Epsilon to garner data from brand loyalty programs and match them with Facebook user profiles.

This approach will allow companies to very specifically target online ads to Facebook users based on their offline shopping habits. For example, when a consumer makes a purchase at a grocery or drug store using their rewards card, Facebook’s advertisers will be able to target ads to that consumer when they visit the social network:

“The targeting would hypothetically enable Coca-Cola to target to teenagers who’ve bought soda in the last month, or Pampers to show ads to North Carolina residents who’ve recently bought baby products, since Facebook’s own array of demographic and interest-based targeting options can be added to further refine audience segments,” says Ad Age.

Facebook is currently only in the testing phase for this method of ad targeting, but in the future local businesses with rewards programs could certainly find the initiative useful. It will be interesting to see how both advertisers and consumers respond, and how much the program can grow given user privacy concerns.