Facebook lets marketers better reach audience segments

Marketers in Australia will soon have access to a new feature that allows them to reach audience segments based on people’s interests off Facebook.

Facebook is set to launch a new feature that gives marketers the ability to create a more relevant ad experience for people on Facebook using their interests.

The new partner categories allow marketers to reach their audiences based on the brands and products people buy. To date, advertisers on Facebook have been able to show ads to people based on their expressed interests, such as age, gender, favourite activities and city they live. Now, with partner categories, a marketer can also show ads on Facebook to people who, for instance, have previously purchased a particular product or service.

According to the social media giant, partner categories are targeting clusters created by its third-party data providers. Partner categories in Australia will use data from Facebook’s select partners including Acxiom, Experian and Quantium.

The partner categories are defined by partner data matching and have a packaged targeting option to reach people on Facebook based on their off-Facebook activity. Australia is the first market in Asia-Pacific to open up partner categories.

Facebook Australia and New Zealand managing director, Will Easton, said the new feature allows marketers to connect in a new and exciting way.

“Today we are announcing arguably one of our most exciting and innovative new product solutions in the Australian market,” he said. “As a result of new partnership agreements with Australia’s three largest data providers, Quantium, Acxiom and Experian, Facebook advertisers will now be able to connect with potential audiences in ways not seen before in digital advertising.”

Already, major brands are applauding the new partnership as alleviating multiple challenges in Australia’ rapidly evolving digital landscape. Nestlé’s head of media, Antonia Farquhar, said the multitude of touch points and platforms is creating a real challenge for many brand marketers to reach their target consumer.

“While many know that data is a crucial factor in the next big wave of innovation – which brands are embracing that and doing it well?” she said. “Our recent campaign for Nestlé Purina using partner categories on Facebook allowed us, for the very first time, to target actual pet owners, not just animal lovers. The results have been fantastic, and set a new precedent in how we find our consumers on Facebook."

Medibank’s marketing and brand general manager, Tamalin Morton also recognised that having a deep understanding of people is crucial for the health fund provier to remain relevant in a rapidly changing and competitive environment.

“We constantly strive to know more about our customers, to be in the places they need us to be, when they need us,” she said. “Having the ability to tailor our communications enables us to build trust and helps maintain our position as market leader.”

David Jones’ general manager of marketing communications, Victoria Doidge, said personally connecting with key customer segments is at the heart of the David Jones' customer strategy and recognises that data can play a big part in moving customer engagement forward.

“Especially on platforms like Facebook and Instagram, where so many of our customers spend so much time,” she added. “We are excited about the launch of partner categories for Facebook and Instagram, which will allow us to bring even more relevant messaging and inspiration to our customers.”

Acxiom managing director, Dean Capobianco, said the partnership offers great choice and combines Facebook's scale and engagement with the ability to target people using rich segments and powerful data insights.

“We’re very excited to be part of Facebook’s partner categories and further extend our services and expertise to marketers across the country,” he said. “We look forward to working with Facebook to continually reshape the world of marketing for advertisers.”

According to Quantium CEO, Adam Driussi, the partnership with Facebook will enable advertisers to connect with their audience at scale, based on a clearer understanding of actual shopping behaviours.

“The partnership with Facebook is the next stage in Quantium’s strategy of connecting advertisers directly with shoppers, via powerful media partnerships,” he added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Why efficiency and effectiveness are opposing forces in a marketing tug of war

I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.

Nickie Scriven

CEO, Zenith

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in