Facebook wants to show advertisers that their advertising make you see their bricks - and - howitzer stores and purchase their poppycock . To do this , they ’ll usephones ’ placement servicestotrack whether people actuallywalk into the stores after insure an advert .
The company ’s newLocal Awarenessad features will be captivating for businesses and depressing for the rest of us . Businesses can now include a map with their advert to show users where the closest storage is in showcase they need that $ 12 dress mightily now . So far , so good . Then , Facebook ’s Offline Conversions API will match in - store visit data ( tracked using thephone ’s location services ) with Facebook advertising data point . So , H&M wo n’t be able to see if you individually natter after its “ store locator ” sent you strong subliminal content , but it will be able-bodied to check visit with the number of citizenry who realise that ad in their feed and felt compelled to walk in .
Accordingto Adweek , former results from these features ( which roll out in the next few months ) are already good . French retail merchant E.Leclerc says it ’s achieve 1.5 million mass within 10 kilometers . Of those , 12 pct of clicks ( or about 180,000 ) lead to visits within a hebdomad . That ’s not a trifling number .
This for sure is n’t Facebook ’s first raid into position - based offerings for its advertisers . Last yr , it launch a production that let businessessee how many ( anon. ) Facebook userswere within 150 to 1,500 foot of the store , along with demographic information , so they could tailor their ads . And in some manner , it ’s just catching up to Google , which has bring home the bacon locating metricsfor AdWords for years . It wo n’t be long now until we go full Minority Report with every surface in the tangible world jut what Facebook recollect we desire to buy .
[ Facebook , viaAdweek , Recode ]
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