Can Interest Targeting Improve Facebook's Ad Model?
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| Can Interest Targeting Improve Facebook's Ad Model? |
Most people don't hear the name "Leighton Meester" and think "jewelry," but there's a strong correlation between the Gossip Girl star and consumers who are in the market for some bling.
The relationship had been unexploited and probably unknown until SocialFlow, the New York-based social media marketing firm, crunched the numbers. Working on behalf of a large jewelry client, SocialFlow was able to buy ads against Facebook conversations about Meester.
The result, says Frank Speiser, co-founder of SocialFlow, was a 2x to 3x jump in click-through rates for ads.
Since CTRs for Facebook ads are notoriously low, the actual figures are unlikely to impress outsiders, but getting a 0.03% rate instead 0.01% is a big jump. Speiser also says that there's a big viral lift — a.k.a. new conversations — for brands that run such so-called "interest targeting" campaigns. (Though his term for it is the far geekier "linguistic prototyping.")
Speiser was in full pitch mode on Thursday for linguistic prototyping as SocialFlow brought its Crescendo product out of beta. While SocialFlow's eponymous product lets marketers help target and measure their activity on Facebook and Twitter, Crescendo lets them buy ads on Facebook as well.
The value-add is that the ads are based on interest targeting so unlikely associations like Meester and jewelry can be employed instead of the comparatively inexact demographic targeting.
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