According to the Wall Street Journal, Facebook obviously plans to start a new advertising network to challenge Google’s dominant market position.
This new platform will be based on Facebook User IDs rather than on cookies. Advertisers will supposedly be able to place ads on Facebook AND automatically on other websites where users have logged in via their Facebook ID.
That would be a pretty smart move!
More will obviously be revealed at the upcoming Adversing Week in New York next week.
What are the opportunities for event planners and marketeers, should this come to life?
- Depending on your area of activity, Facebook is already a great platform to target specific interest groups and pinpoint geographical audiences. With extended reach, the platform becomes even more interesting.
- The big question always was: Does Facebook only work for B2C or just as well for B2B target groups? With extended reach, an advertiser would also get access to the B2B sites where FB users have signed in with their ID. This value proposition brings B2B target groups into the picture, assuming that a lot of people use FB login to use B2B resources, too.
- Tracking your conversions is a lot easier when you base it on specific user IDs rather than on cookies on various platforms. You define your target audience once, and then you see which are the best sites for conversion for those specific audiences.
Trying to reach your audiences on Facebook by organic reach alone is no longer a working strategy. Adding advertising money to the mix is clearly necessary if you want your content to be read, and your registrations to go up. The new developments of the Facebook adversiting proposition are quite promising, depending on how they will be executed and what the options for advertiser will be.