Facebook Inc(NASDAQ:FB) pleasantly surprised its
investors when its third quarter results showed that the company is serious
about growing its revenues, especially on mobile devices.
Will FB Find The Bottom Soon After The recent Slump? Find
Out Here
The company has taken several measures to increase its
ad-based revenues and also launched several products in the recent past.
For instance, Facebook offers is now available as a
mobile app. Then it took its app install program out of beta for mobile app
developers.
But the biggest initiative seems to be the product
called Facebook Custom Audience. This is a feature that may lead to privacy
issues, though Facebook is trying to make it as secure as possible.
Under Custom Audience, marketers can upload details of
their offline users on Facebook. This means that if you are an advertiser then
you can take an email list or phone list of your current customers, prospects,
loyalty club members and so on and upload that information on to Facebook.
The social network will use that information - after
encrypting that data to maintain user privacy - to serve the users targeted ads
as they spend time browsing the site.
According to reports the initial response and results
from Custom Audience has been encouraging.
One of the very first companies to use the feature was
e-commerce company Open Sky, which claimed that it was able to increase its
conversion rates by 34 percent after using it.
The Washington Post’s ad arm SocialLike reported that
Custom Audience delivered a 15% lower Cost-per-Like and 87% higher Impression-to-Like
rate.
Targeted advertising has long been used by Facebook,
as it has attempted to keep track of users and sites they visit after logging
out of the social network.
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