Seeking Alpha

Facebook gives advertisers more advanced audience data

  • Facebook Audience Insights gives advertisers in-depth demographic, location, and activity data about groups of Facebook (FB -0.9%) users (but not individuals), with the goal of allowing them to fine-tune their ads based on the information they uncover.
  • The feature complements Custom Audiences, a popular ad targeting solution that leverages data on non-Facebook activity (both offline and online/mobile), and Lookalike Audiences, a solution that lets advertisers target users with traits similar to existing customers. Audience Insights info can be provided for Custom Audiences groups, as well as for people connected to a page/event and Facebook users in general.
  • Improved ad targeting tools have helped drive the big ad price improvements Facebook has seen in recent quarters. Sheryl Sandberg mentioned on the Q1 CC the number of advertisers using Custom Audiences has grown 10x Y/Y.
Comments (16)
  • eftvox
    , contributor
    Comments (112) | Send Message
     
    Huge ROI for advertisers and better for consumers (reduces noise). I am sure the stock price will drop 10% on this awesome news. Long $FB
    8 May, 03:32 PM Reply Like
  • monfrere
    , contributor
    Comments (580) | Send Message
     
    It is very valuable for advertisers, agreed. That doesn't necessarily mean it's a positive for facebook, although it definitely might be.

     

    The question that will need to be answered is how much clients are willing to pay for the perfect customer. If clients are already at their maximum price, this just allows them to filter further on the users that they don't want to pay for. That's fine if everyone wants to reach different people, but if all advertisers want to reach the same 100M... 50M... 10M people, then they are effectively reducing their available inventory.

     

    Short FB.
    8 May, 03:44 PM Reply Like
  • beautidoc
    , contributor
    Comments (109) | Send Message
     
    No, you're short Monph?
    8 May, 04:36 PM Reply Like
  • gwynfryn
    , contributor
    Comments (3883) | Send Message
     
    It's not very likely, mon, not so much because humanity is so diverse, but rather because the majority are astonishingly tropic in such a variety of ways.
    10 May, 11:35 AM Reply Like
  • Emmanuel Nogueira
    , contributor
    Comments (238) | Send Message
     
    They forgot to mention the deal they signed with NBC today to run video ads at a cost of $1 million per day.
    8 May, 03:48 PM Reply Like
  • monfrere
    , contributor
    Comments (580) | Send Message
     
    If they run it for the whole year, that will be $365M or nearly 4% growth in revenue and potentially a little annoying to customers.
    8 May, 03:56 PM Reply Like
  • Emmanuel Nogueira
    , contributor
    Comments (238) | Send Message
     
    Many people watch the Super Bowl for the clever ads. People love clever and funny ads. For $1M per day, these ads are going to be top notch.
    8 May, 04:28 PM Reply Like
  • beautidoc
    , contributor
    Comments (109) | Send Message
     
    No...really Monph, you're short FB?
    8 May, 05:36 PM Reply Like
  • davidlagewaard@gmail.com
    , contributor
    Comments (11) | Send Message
     
    According to what I read on the Variety site this 'huge' deal concerns 3 TV premieres. A campaign that will last only a day.

     

    Should we be impressed???
    8 May, 06:35 PM Reply Like
  • gwynfryn
    , contributor
    Comments (3883) | Send Message
     
    You are right, EN, even I chuckle at some of the better xmas ads! They still don't get me to buy the product though, unless I was doing so already; if I was typical, advertising would have been a much lower key affair.
    10 May, 11:37 AM Reply Like
  • jmani53
    , contributor
    Comments (2) | Send Message
     
    we need more positive news
    8 May, 05:41 PM Reply Like
  • SA_Member_22447501
    , contributor
    Comments (125) | Send Message
     
    Like What ?? FB invading the moon ??? what's wrong with investors these days ?
    9 May, 11:55 AM Reply Like
  • MrVincent
    , contributor
    Comments (229) | Send Message
     
    The more the stock goes down the more pr announcements are made to prop it up. Most ads on FB are blocked or ignored btw.
    8 May, 06:17 PM Reply Like
  • eftvox
    , contributor
    Comments (112) | Send Message
     
    MrVincent - how do you know 'most ads on FV are blocked or ignored..."? Do you have access to this data or is this just a hunch?
    9 May, 08:44 AM Reply Like
  • monfrere
    , contributor
    Comments (580) | Send Message
     
    Side bar ads have an average click through rate of about 0.04% on Facebook. The newsfeed ads on mobile are about 1.18% click through rate.
    9 May, 09:07 AM Reply Like
  • psychological-dividends
    , contributor
    Comments (561) | Send Message
     
    I'm not sure I understand. How are these targeted to individuals?
    8 May, 11:03 PM Reply Like
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