Think TV’s The Only Way To Target Families? Zuckerberg’s About To Put An End To That Too

Think TV’s The Only Way To Target Families? Zuckerberg’s About To Put An End To That Too
SHARE
THIS



Facebook have unveiled plans to specifically target households with ads or, more to the point, the decision makers in a particular home.

In a move seen by many as another attempt to steal TV network’s ad dollars, Facebook says its new household audience feature will allow brands to target whole families based on their social media profiles.

Apparently, the new algorithm will allow Facebook to work out a family’s make-up and deduce from social media post “signals” who the mum, dad and the kids are – targeting each demographic appropriately or all together.

Facebook will be able to determine who is who by the frequency of check-ins, posts and where they accessed the internet.

The tool will be able to determine who the decision makers in the home are and who are the purchasers. For example, it might be the kids determining where the next family holiday is, while it’ll be the parents paying for it. Likewise, the wife might be looking at fashion items online, which could make a surprise birthday present from the husband.

In the past it’s always been believed if you wanted to target a family – or the grocery buying mum, as an example – then TV was your best way of doing it.

Allegedly, the new tech will also stop the retargeting of ads for something you’ve already searched for and purchased online.

Facebook is also adding additional measurement capabilities that appear in the Ads Reporting dashboard and show how a campaign has performed in terms of driving results across members of a household.

Speaking of the new innovation, Facebook’s product marketing director, Graham Mudd said: “What we want to do basically is leverage the power of our network to enable that kind of influencing or to support that kind of influencing across the family.” His comments reported on the US industry website AdWeek.

 

Latest News

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]