Advertisers will soon be able to tie their ads on Facebook to customers’ offline purchases, according to the social network. Facebook announced in a blog post yesterday that through partnerships with data firms Acxiom, BlueKai, Datalogix, and Epsilon, advertisers will be able to apply data about consumers’ offline purchases to ad campaigns developed with Facebook’s Custom Audiences tool.
Custom Audiences, which was launched last year, allows advertisers to identify Facebook users by their Facebook ID, phone number or email address. The new partnerships now let advertisers match that information with data that the firms collected online and through shopper loyalty programs.
According to Facebook, the ads will be targeted based on generic product segments. “We will work with these select third parties to create pre-defined or custom first-party targeting categories,” the social network stated in the blog post. “Businesses of all sizes will now be able to target categories like ‘soda drinkers’ or ‘people who browsed for a specific make/model on my website.’”
The company also provided two examples of successful targeted marketing campaigns. The first is Castle Auto Group, which saw a 24x return on its ad costs when it used a combination of Facebook offers and custom audience categories to deliver ads to both a targeted audience along with their existing audience. The second is Kingnet, a game developer based in Hong Kong, which saw over a 40 percent decrease in cost-per-installs for its video game. It was able to do so by appealing to a targeted audience rather than random Facebook users.
The enhanced Custom Audience Tool joins Facebook’s “Open Graph action spec targeting” function which lets advertisers tailor their ads based on what users listen to, where they travel, what they buy while connected to a Facebook app.