BLOG
VINTAGE IS BETTER.
Magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui sequi nesciuntdolorem ipsum quia dolor sit amet.
Coming just a few weeks before Facebook’s 11th birthday, CEO Mark Zuckerberg and COO Sheryl Sandberg talked about these investments and it became apparent that Facebook’s audience growth is plateauing — excluding Instagram and WhatsApp — but at the same time, it’s becoming a more sophisticated marketplace and storytelling platform.
Sandberg called out Thomas Cook and the sales-driven approach the tour operator used on Facebook to reach existing and potential customers in Belgium. Sandberg used the Thomas Cook example to tout the investments Facebook has made in advertising technology to enable such digital-marketing initiatives.
Thomas Cook used Custom Audiences to increase online sales and to reach 27 percent of the Belgian population on Facebook in one day. A cute snap of a little girl wearing scuba goggles with her thumbs up at the beach and a link to a discount and achieved a 3.85 times return on investment.
“Results like these are attracting more marketers of all kinds to our platform,” Sandberg said. “Finally, we made great progress improving ad relevance and measurements. To do this, we made significant investments in both our core measurement and targeting tools as well as ad-tech.”
The Underlying Technology Behind Conversions
The effectiveness of targeting ads depends on how well a platform can slice and dice its audience in terms of interest, location, and other attributes; how integrated the infrastructure is to capture the behavior of the audience; and how efficient the digital channels are in delivering ads in various formats to the right people. To strengthen its monetization efforts in 2014, Facebook invested in various ad technologies.
