Social Geo-Targeting to the Next Level

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Adding basic personalization to marketing or advertising efforts is old news. The “hello {insert first name here}” personal touch in emails is now just expected by customers. A company called Jivox is changing the playing field of personalization. This ad personalization technology company can integrate with Facebook and Instagram to identify micro-audiences on these social platforms. An advertisement can be shown in the right place, to the right person, at the right time, with the perfect touch of personalization to create the best outcome possible.

The New and Revolutionizing Tech

This year, 71% of internet users worldwide will access social networking sites regularly. These social sites are amazing for advertisements because of the amount of information that can be collected about a person. Businesses simply being on these social sites and post occasional may not be enough to stand out. This is where Jivox new API (Application Program Interface) integration can change that. Their new product is designed to identify a myriad of micro-audiences through machine-learning/AI algorithms. When the audience is identified the ads can be personalized based on contextual data such as weather, temperature, time of day, day of week, language, and other demographics and real-time triggers.

That level of contextual data is not usually available through Facebook and Instagram’s advisement offering even through the information is there. On social media users add on to their profile or post personal data, pictures, geographic check-ins, and much more information that companies can use. The data collected from a user’s profile can be sorted to decide if they are part of the target audience, then an ad will be chosen based on the specific user’s traits.

Ads That Can Be Created

When Jivox’s new technology was being pilot tested REI, an outdoor clothing and gear retailer, was one of the first to try it. Personalized ads to micro-segments on Facebook based on insight like weather, location, interest, and gender would all change what type of ad was placed. This means that a woman, with an interest in rock climbing, and it’s fair weather in her location, the ad would show a woman rock climbing, with a display of the current weather, and a link to browse climbing shoes.

Alternatively if a man, who is interested in watersports, and is in a raining in his location, the displayed ad would show a man paddleboarding in the rain, the current weather, and a link to browse paddleboarding gear.

Early results found that this level of personalized ads were performing four times better than a benchmarks previously measured.

Alternative Ads

If your business isn’t a $2.56 billion a year company like REI, there are some personalized ad options for you. Facebook offers Dynamic Ads which promotes products to people who have expressed interested on your website, in your app, or elsewhere on the internet. These ads will reach more shoppers that are interested, retarget shoppers to complete the sale, and find your target audience across devices. You can create your campaigns one time and it will continue to work for you.

Instagram’s ads can reach a very personalized and targeted audience. It can use location, demographics, interested, behaviors, custom audiences from already known email addresses, and lookalike audiences. Ads on this platform can range from photos, carousel photos, videos, and story ads.

Although these ads options can’t be customize based on the weather in a precise area, the Facebook and Instagram ads can still reach a great audience for your business. Having a little less personalization in your ads can actually be at an advantage because of wider range of potential new customers that will see it. P&G said it would scale back their personalization on their advertisements for exactly that reason. Facebook and Instagram’s ads can give your business reach and personalization.

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