Social advertising has transformed the way advertisers can target ads, reducing the wasted spend that comes with traditional media such as television or radio. Traditional ads are purchased based on impressions and target demographics, meaning marketers are forced to pay for every impression, even if, for example, only 80% of a program’s audience fits the marketer’s target audience. With social, we can eliminate this waste.
Thanks to all the personal information people willingly share on social media, marketers no longer have to rely on assumptions when trying to reach potential customers. We can target based on age, gender, geographic location (both in real time and your listed residence), interests shown from your comments, social interactions, pages you like, your friends’ social interactions, relationship status, trending topics, people interacting with events and live television shows, and on and on.
With new features like Facebook’s Pixel service, marketers can now even retarget — or show ads to people who have been to your website previously or are part of your customer database — next time they log in to Facebook. To take it a step further, we can utilize “look-alike” audiences to increase our reach to potential customers by allowing social platforms to analyze your customers and place ads to those that share similar characteristics.