Random Rant on Targeted Advertising
By Terran Smith
Facebook is the epitome of everything that social networking and its evolution represent…or at least it was. Starting at a single college in 2004, the idea exploded into society. No longer limited to college students or even humans, the website allows pages to be made for pets, celebrities and alternate identities.
The website has always been wonderful at serving its market; however, it took the company a bit of problem solving to figure out how to make profit from the market that it served. Low and behold the mere beginning of Facebook advertisements.
‘Advertising’ seems too simple a term to sufficiently describe Facebook’s ever-evolving market strategy. Sure, triggering ads based on user demographics is actually quite common nowadays, but the information technology behind this company’s advertisements delves deeper than demography.
Based on a compilation of all your activity when browsing Facebook, various page suggestions and advertisements are displayed on the right side of the page. In not so many words—it’s personalized advertising. Being presented with random, constant advertisements becomes like white noise to the eyes after browsing for a bit. It is the selectivity of Facebook’s ads that give the audience a tempting and unique ad experience.
Photo courtesy of www.Inc.com
Facebook not only uses profiles, posts and interests to get to know users, but also gains information when smartphones or tablets choose to connect to Facebook within an application. A very popular example of this would be the top grossing game Candy Crush. Many people enjoy logging into Facebook to see if they can beat high scores of their friends. But, how many of these people take a second to think before linking up every app to a massive, moneymaking hub that analyzes personal and private information?
While creating user-friendly advertisements helped Facebook become more profitable, this innovation was really just the beginning of what has become its own business market within social networking.
When a user ‘likes’ a specific page on Facebook, a couple of things happen. First of all, the title and cover photo of the page are added to the user’s interests list shown on his/her profile. Secondly, the user’s name is added to the list of others who like the page.
Photo courtesy of Hubspot.com
The concept, though it may seem simplistic, is actually an elusive business tactic that’s beneficial for both pages on Facebook and the website overall. Just as anyone can create a profile, anyone can also create a page on Facebook for free. A free page is beneficial as users can still like the page, but without the advertising aid offered by Facebook, promoting on a large scale can be very difficult.
As soon as a user likes a page, Facebook’s virtual billboards immediately adapt the new addition with the advertising. The company’s strategy is, obviously, to provide advertisement that is more likely to make someone click because it is systematically aware of each user’s lifestyle and personality. With numerous payment plans and options for ad buying, Facebook provides other markets with the opportunity to reach their ideal target audiences with a user-friendly interface for all parties involved.