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BizReport : Advertising archives : October 13, 2014

Facebook launches ads with hyper-local focus

Facebook has introduced new ads that will make targeting more precise and increase reach by allowing businesses to select a radius in which they want to advertise.

by Helen Leggatt

Facebook's 'Local Awareness Tool' will enable businesses to select a radius within which they want to advertise. Now, target audiences can be pinpointed to locations such as a mile from a store, along with the usual demographics.

"Our conversations with advertisers have shown that when it comes to driving in-store sales, an ad's reach is far more important than the engagement it receives (things such as clicks, comments or likes)," says Facebook on its business blog. "So we've designed local awareness ads to help businesses reach the most people possible in an area."

While location is already a factor in Facebook ads, using user information such as hometown, adding mobile location data will enable businesses to deliver contextually relevant campaigns. Advertisers can even include a 'get directions' button on the hyper-local ads which will launch a map app on their smartphone.

Facebook was keen to emphasize that mobile users may still turn off the location services function on their phone if they do not want to see hyper-local advertising or are concerned about privacy.

"Local awareness ads were built with privacy in mind," says Facebook. "Advertisers select locations, not specific individuals, for local awareness ads. Facebook does not tell advertisers which specific people are in any audience and, as with our other advertising products, all audiences must meet a minimum required size."

Tags: advertising, hyper-local, location targeting, social media

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