Posted by Amber Ludeman
Facebook has recently told Levelwing that Facebook ads are not just showing up on Facebook.com and the mobile app, but in online games (right now games from Zynga). Though there is not a direct way to measure the difference in performance between the various platforms, it might be just a small step into app integration for Facebook ads.
I say this because, today, Facebook announced that social media marketers can target Facebook ads according to the users’ app usage. Yes, even when on your phone. This kind of tracking happens through Facebook Connect, which is a tool the company rolled out awhile back. Essentially, the apps communicate with Facebook – allowing you to share and access information more easily. An example of this is when you see a friend on your News Feed has read an article. This is through an app powered by Facebook Connect. This “open graph” system makes it easier for the user to access information without remembering 1,000 logins/passwords, while also allowing marketers to target you based on your preferences.
Having Facebook ads in mobile apps is potentially a big money-maker, and it might keep the ads from appearing directly in users’ news feeds–at least for now. While I am sure, along with publications like the WSJ, that this targeting will agitate more arguments about privacy, it could be a great opportunity for marketers. What kinds of apps would your brand like to target? Collecting information about your target demographics’ app preferences is a good idea, especially if you haven’t begun the process already.