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BizReport : Social Marketing : November 23, 2015

Facebook enables advertisers to target users 'highly engaged' with holiday content

Marketers using Facebook as part of their festive campaigns have a new tool in their targeting box. Facebook is enabling advertisers the opportunity to target social network users who are engaged with content about the upcoming holiday season.

by Helen Leggatt

Earlier this year, Facebook launched a "Big Game" targeting segment that enabled advertisers to reach people based on real-time conversations related to the Super Bowl.

A similar ad-targeting segment has now been introduced that will enable advertisers to target Facebook and Instagram users who are "highly engaged" with content that relates to the 2015 holiday season including Black Friday and Cyber Monday.

To create this holiday audience the social network will be tracking holiday-related keywords in the posts that people publish, as well as posts that are Liked, commented on and shared. Facebook is specifically looking for the people that publish or interact with those posts the most.

The segment, which can be found within the self-service ad dashboards in the "behaviors" section under the "Seasonal and Events" category, will run from Thanksgiving through to New Year's Day.

Lewis Tse Pui Lung /

Image via Shutterstock

Tags: ad targeting, advertising, holiday 2015, social network

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