Facebook has long been one of the prime sources for advertising as its ability to provide targeted marketing has essentially revolutionised the industry in terms of letting marketers and companies have their message seen by the demographic they’re specifically looking to communicate with. By tracking users likes and dislikes Facebook is able to offer the kind of targeted marketing opportunities that could only be dreamed of before the social media boom.
Never a company to rest on their laurels though, Facebook have just announced a new way for online marketers and advertisers to track and rate the efficacy of their advertising on Facebook. Announced to be rolling out in the next few weeks, Delivery Insights is a new set of tools in Facebook’s Ads Manager. It seeks to combat the problem of non-delivery by offering advertisers a way to get a real clear picture of where their ads are failing to deliver, as well as offering a host of optimisation tools.
Non-delivery has long been a major issue for advertisers and a source of some consternation in the industry. With all the technology and incite we have these days it’s frustrating to think that carefully crafted advertising is not reaching its intended audience. John Hegeman, Facebook’s director of engineering for advertising delivery, e-commerce and analytics, is confident that Deliver Insights will plug the gaps that advertisers need plugged and hopefully give advertisers the insight they need to make sure their time spent is not time wasted.
In a statement. he suggested that Facebook is “focused on helping marketers better understand how our ads auction works” as well as “introducing new insights in our ads interfaces to help marketers ensure their ads are shown to the people they want to reach.” It’s this combined approach, using education alongside introducing new technology, that the social media giant hopes will help maintain its position as the industry leader in targeted marketing.
Alongside launching Delivery Insights with a view to giving a view on delivery rates as well as a means of optimising campaigns to reach more of the right audience.