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BizReport : Advertising : March 24, 2011


Facebook testing ads triggered by status updates

New ads are being tested on Facebook that are triggered by what users publish in their status reports and wall posts, making the ads as relevant to a user's sentiment and intent as possible.

by Helen Leggatt

facebook1.jpgThis week Groupon announced the upcoming launch of a new mobile app, Groupon Now, which asks users whether they are "bored" or "hungry" before deciding which deals to serve them.

Now Facebook is also looking to their user's intent or sentiment to improve ad targeting.

Reports are out that they are testing a new advertising feature which targets users based on their wall posts and status updates. The test is being limited to 1% of users, or about 6 million people.

For example, a status update mentioning wine or food, or associated brands, will trigger "Related Ads" to appear on the right hand side of a user's screen.

"Advertising on Facebook is more relevant for people because they have explicitly stated their interest in things," Annie Ta, spokesperson for the Palo Alto, CA-based company, told ClickZ.

"We are currently testing a feature that simply helps surface relevant advertising more quickly. This test only involves wall posts and status updates, not chat conversations."

The ads certainly bring advertising on Facebook "into the moment". Instead of targeting ads based on user data that may well have not been updated in some time, advertisers can now strike while the iron is hot and encourage impulse buying.

Tags: ad targeting, Facebook, social media










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  • Mose of the people are giving importance to facebook such like that a new empathy.

    http://grouponclone.contuss...

  • If this is implemented across the entirety of Facebook, it could prove to be a very powerful tool for marketers. I could also convince more businesses to jump on the Facebook ads bandwagon. Being able to target consumers based on routinely updated information means ads are being presented to the most appropriate audience.




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