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[Facebook's] Intent Based Marketing And The Individuality Of “Graph Search"? [Take2]

[Take two?]

[Facebook's] Intent Based Marketing And The Individuality Of "Graph Search"? [Edit or Delete]0 comments

Jan 16, 2013 8:40 PM

The Editor of MediaPost (Joe Mandese) has posted a good article today about Facebook's "Graph Search" and writes it off as being just another (invasive?) new source of search advertising impressions, and potentially, brand conversions.

He even poses a question (that apart from agency pundits and industry analysts): "Who cares? Or an even more important question: Why should anyone care?"

Facebook's 1 billion+ (individual) Users will care, in time. Here's why.

It's important to note and Joe points out (later in his article) that only about 5% of the world's information has been indexed and archived by search engines and that this (referred to as, "the Dark Web") continues to grow (and it does, daily), not shrink. - But all of this becomes totally irrelevant for Facebook's "Graph Search" as it will ultimately prove an almost 'one on one' search experience, for Facebook users.

Facebook's "Graph Search" is designed for an individual's experience.

Joe writes (and rightly so) when his nephew David posts photos of his newborn on Facebook, this then does become very substantive to him personally, but he wouldn't expect others to care of them, much less search it out.

But it is Joe's grand niece 'Mary Lucy' who becomes of real interest to Facebook and specifically to all brands (all advertisers/suppliers 'local' to his grand niece) who'd like that precious data that relates to new-born babies!

For them to get to target their products or, service accordingly, be it directly in (or, along-side search results) or, wherever on Facebook 'Mary Lucy' may happen to land.

This thought can so easily be extended from within a comment made to Joe's article, by a Scott Crider. - He writes:

........."I think its far more likely that a search for "best baby formula" on Facebook's Graph Search will return results for content created by Similac, particularly if a few of one's friends have previously "liked" Similac's Facebook page [or, any of those friends who may have even searched for coupons on Facebook? Note the links on that Facebook coupon's page] and/or shared its content.

Time and again, peer approval/recommendations has shown to be a powerful influencer in purchase decisions, so this could be powerful indeed. Time will tell."

[Facebook's] Intent based Marketing

In a great discussion on Twitter yesterday [View conversation] I have learned that (in a reply to my thought)-- 'It's where a user's 'intent' (or, an 'in market' signal) will be served/met by advertisers across an Open marketplace or, on FB'), that "Bing already does this with FB data"

How about And (in time) Google, Twitter, Yahoo and a plethora of 'approved' publisher networks that can allow their respective advertisers to then find Joe Mandese's grand niece 'Mary Lucy' on pages that she may land on - OUTSIDE of Facebook?

["Combining the reach and scale of Facebook with the already massive reach and scale of Google, AppNexus, Pubmatic, Rubicon, OpenX, Lijit, Yahoo!, and the other RTB exchanges only further cements RTB as the go-to method for reaching effective audiences at scale.

This is especially helpful for advertisers (that will ultimately see - - an inclusion of Facebook's own advertisers soon?) looking to advertise at scale to very specific audiences."- SEL.]

Facebook won't exactly be so gracious to supply that intent data on to all-comers, like it appears to be doing with it's search partner Bing.

But what if all players - - meaning buyers and sellers of 'search intent' data, as it is found in RT-real-time (include Facebook & it's advertisers), were all 'enabled' to do so (where that data becomes anonymous to all parties), in what becomes an RTB Global OPEN Marketplace 'Handling' some 100 Billion "events", per day?

For this to happen, Facebook will need to acquire (Microsoft's) Atlas ad network or, that of Looksmart's own (no longer required), Ad Network.

Stay tuned, Folkz?

Always, only an opinion.

LOOK: $0.97 Up 0.05 (+5.43%) 3:59PM EST [ 5d ]


ps; Google can turn off any ad network / exchange without notice or process via their search/browser coverage. …

pps; There's no mistaking today about the subject of my above post from within an article on Google (from over @ AdExchanger), and the "magic" of PLAs...

"Two trends dominated the paid search space during the holiday season of 2012: mobile impressions and spend, and Google's new Product Listing Ads."

......"Google transitioned its Google Shopping search from a free model to a paid one. The new PLAs work more like AdWords, with retailers and merchants providing Google with information about a product, including an image and the price, and then working through an auction-based programmatic bidding approach.

According to data from Adobe, PLAs are more effective than traditional text ads and, by mid-December, PLAs accounted for 17% of all ad spend on Google and 10.7% of paid search ad spend overall."

Full story:

Then there's SEL's head-line and story on Google's success: "Report: PLAs Drove 28% Of Google Non-Brand Ad Clicks In Q4"

........"Google Product Listing Ads generated 28% of Google non-brand clicks in Q4 according to RKG's latest Digital Marketing Report released today. PLA CPCs were 26% lower than CPCs for competitive text ads. RKG also found a larger than average gap between bids and actual CPCs for PLAs, suggesting competition is still relatively light.";utm_medium=twitter

No doubt, that as "scale" is introduced on both ends, prices will then begin to "hot-up".

Who do I expect to be 'in the middle' managing this ("best practice") global marketplace? Of course we will have to wait and see!

Disclosure: Long LOOK