When it comes to advertising, sometimes it just helps to have a personal touch – at least, according to Facebook mobile advertising chief Jane Schachtel.
Schachtel said mobile devices can be quite personal to audiences, and with that, the advertising should go hand in hand but take a cautious approach when it comes to personalization, according to VentureBeat.
However, with risk comes reward, Schachtel believes. Only $16 billion (roughly two percent) of total worldwide ad spending will be on the mobile front next year, with plenty of room to grow with personalization touches. “This presents a huge opportunity,” she explained, speaking at the Mobile First conference earlier this week.
The growing time spent on mobile devices is worth noting as well. “People used to go to the mobile web to find one specific thing,” she explained. “Then came the feed . . . Now people discover, they share.” By doing so, information is supplied that can help marketers aim their programs at said consumers.
However, there’s still room to grow with more data. “No one company has all the data,” she said – not even Facebook. “It’s just a lot of companies with a lot of data.”
With this combination of information, the sky is the limit for marketers and their campaigns. “That big data we hear people always talking about is really all about relevance,” said Schachtel.
With a blend of social activity from the site, as well as information on products people have (or are looking for), marketers can thrive, she explained. “This is bringing people back. This is making business personal again.”
However, putting out the ads is one thing. Tracking the effectiveness in the long run is another, as it’s vital to get eyes on ads and, better yet, some form of interaction. This can be done through cookies, as well as keeping a close eye on data. With that, Schachtel was quick to remind everyone about Facebook’s forthcoming Atlas ad tracking service. “That’s Atlas,” she said. “With Atlas you have a powerful system where marketers can measure engagement across devices.”
