Dive Brief:
- Facebook is offering high-roller advertisers an exclusive insight to user sentiment with its Grapevine program.
- With Grapevine, advertisers that spend in the millions are given data on social conversations about the brands and related topics. For example, conversations on frizzy hair could offer insight for a shampoo brand to target ads.
- The tool is still in early stages, but could potentially serve as a digital focus group in the future by offering up anonymous data from real social conversations.
Dive Insight:
The data that Grapevine is offering could be a marketer's gold mine. What's unfortunate is that Facebook is limiting access to high-dollar advertisers. The social giant realizes what great value its data holds to advertisers and is trying to safe guard that by keeping it exclusive. The smaller initial group of brands also help Facebook test out the program before opening up to all advertisers—if that's in the future plans.
