It’s that time of year again when wish lists are being made and visions of bundles of presents are being dreamt.
At Bamboo, we’re making a list too. But, given that we’re in the midst of the busiest advertising weeks in the year, ours is a little different. We’ve got our sights set on new Facebook Audiences.
Here’s 5 from our wish list. Have more to add? Tweet at us or leave a comment.
1. Smaller Page Targeting
Currently, Facebook doesn’t let you explicitly target smaller companies and pages. There’s no set rule, but it’s rare to be able to target any page that has less than 10,000 likes. This makes it hard for smaller brands to reach a competitor audience and it also removes very specific pages from ad reach.
Twitter, on the other hand, lets advertisers reach very specific handles, with no minimum follower count. For Facebook to court smaller advertisers and give flexibility in targeting, they should follow suit and let any public page be reached as an audience.
2. Smarter App Install Audiences
Long gone are the days when you could target people who installed specific apps. It’s not likely that this level of detail will return due to privacy and advertiser competition concerns.
Twitter supports install category targeting, but this is too broad. Knowing that someone often installs “Lifestyle” apps simply doesn’t tell you much. Instead, more specific options would be more productive. How about a set like this to start?
3. Real Time Audiences
Many Facebook audiences feel too static. With 1.5 billion users each logging hundreds of actions on Facebook each day, more dynamic audiences could yield significant results.
4. More Location-Based Behaviors
Facebook’s “Currently Traveling” behavior targeting consistently proves to be one of the strongest targeting options available. This dynamic audience is always changing, and it takes advantage of the simple, yet powerful fact that Facebook always knows where you are.
Of course, Facebook also knows your movement patterns. Translating these to audiences could lead to much more relevant campaigns for all. For example:
5. Audiences Generated From Other Facebook Apps
Facebook’s collection of apps now includes heavyweights like Instagram, Whatsapp, and Facebook Messenger. Billions more data points are generated under the Facebook umbrella of products because of this. Harnessing this expanded set of intelligence from other apps to create audiences back in Facebook is promising. For example:
Of course, it’s very possible that Facebook is already utilizing new audiences like these but is actually blending them into the composition of Lookalike audiences rather then explicitly breaking them out as standalone targeting options. Still, advertisers have always leaned on Facebook for transparency and control in audiences, so shielding them doesn’t feel in line with everyone’s priorities.
As we look to the New Year, here’s to crossing our fingers that we’ll all be unwrapping some new Facebook audiences soon!
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