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.

 

Please login with linkedin to comment

Advertising Standards Bureau einsights Online ads

Latest News

Would TikTok Be Missed?
  • Opinion

Would TikTok Be Missed?

In this opinion piece, Alpha Digital’s head of performance Amir Rezaee outlines the impact to brands of a potential banning of TikTok in Australia The six weeks or so since TikTok announced its local Australian office has been a busy period. Aiming to make a similar impression on SMBs as it has on its 1.6m […]

Opinion

by B&T Magazine

B&T Magazine
NextMedia’s frankie And Gardening Australia Magazines Report “Surge In Sales”
  • Media

NextMedia’s frankie And Gardening Australia Magazines Report “Surge In Sales”

Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]

Mag Closures & The New Landscape For Earned Media
  • Opinion

Mag Closures & The New Landscape For Earned Media

In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]

Opinion

by B&T Magazine

B&T Magazine
Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series
  • Media

Jamie Whincup And A Host Of Aussie Personalities Star In Club Marine Series

In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]

KitKat Partners With R U OK?
  • Media

KitKat Partners With R U OK?

No one enjoys a chocolate finger for morning tea like the B&T office. On other occasions we might even have a KitKat.

oOh! Launches The Junkee Network
  • Media

oOh! Launches The Junkee Network

Junkee Media and parent company oOh!media have launched a powerful new way to reach young Australians – the Junkee Network. Combining Junkee Media’s content platforms with oOh!’s leading Out of Home assets in venues and universities across the country, the Junkee Network will be the largest and most influential youth content network in the country. […]

Research Reveals Aussie Small Businesses Upping Digital Marketing Spend
  • Marketing
  • Technology

Research Reveals Aussie Small Businesses Upping Digital Marketing Spend

Australian small business owners are turning to skilled local freelancers and upping their digital marketing spend as they move online to connect with customers and keep cash flow positive. The Federal Government’s pandemic response has earned a tick from small business owners as have those of New South Wales and Queensland, but one in three […]

Melbourne, Australia - August 6, 2015: A woman walks past an Optus store on Bourke St. Optus is the second largest telecommunications company in Australia.
  • Technology

Optus Assistant Chatbot Surpasses 2 Million Conversations

In the last 12 months, Optus’ AI Assistant Chatbot has surpassed two million conversations, with 1 in 6 Optus customers having their queries resolved immediately, providing a seamless experience without needing to speak to a person. Optus Assistant greets every customer that comes through My Optus App Messaging and its Web Messaging service with on average […]