Dive Brief:
- Facebook is going to share aggregate demographics on foot traffic around brick-and-mortar stores for near real-time ad targeting purposes.
- The data will cover demographic trends over a week, month or quarter on traffic near physical locations, and will be updated daily.
- In other recent news, Facebook reported passing the one billion daily user threshold in its latest earnings report.
Dive Insight:
Facebook is going deep into its mobile geolocation metrics for a new ad targeting option geared for brick-and-mortar stores. Updated daily, it will provide demographic trends for a week, month or quarter for geofenced areas around physical stores. The data, gleaned from mobile app users, even includes how many people live in or outside of a 200 kilometer area around the store along with more typical data points such as age and gender.
Marketers will be able to use this information to create localized ad campaigns that are specifically targeted for locations, meaning a business with multiple locations can serve different ads to different store locations based on the foot traffic demographics they get from Facebook.
The data will be aggregated and anonymized and breaks down to foot traffic within 50, 150 and 500 meters of a store location. The new features also stands possibly improve Facebook’s ad performance among businesses. Currently 45 million businesses have Facebook Pages, but only 2.5 million of those businesses are buying ads on the social network.
