When you sit down and watch TV with your family and friends, you see the same ads – right? Soon that may also be the case when you check Facebook. Facebook is starting to roll that out in their ad platform as well…which they just announced yesterday (Tuesday)
Facebook’s new household ad-targeting option is designed to appeal to advertisers trying to win over households with TV ads — which are among the advertisers that Facebook is also trying to win over with its new ads like Mid-Roll Ads and Upcoming Original Shows.
To get some clarity of the power of this – a hotel or vacation destination (like the Michigan ads to come here for the summer) – there can be a whole ad campaign targeted to ALL of the family members. And take it a step further with retargeting (although that could give away a surprise if it was being planned that way)…
So to do this and target the household audience, you can either use a Custom Audience list — of people’s email addresses, phone numbers, ad-specific device identifiers or Facebook IDs — or create a new audience using Facebook’s standard ad-targeting options, like people’s age, gender, location and interests.
Then Facebook will aim the advertiser’s ads at those people, as well as the people who live with them.
To determine if people are members of the same household, Facebook takes into consideration the relationships people declare on their Facebook profiles, whether people share the same last name, their home locations, their on-Facebook activities like check-ins, life events and where people connect to the internet.
Facebook is also giving us a better look at how their ads performed at the household level.
In addition to seeing how many households their ads reached and how often, we will be able to see how many times those ads resulted in at least one person from a household doing more than seeing an ad, such as adding a product to their shopping cart on the brand’s site, buying or whatever other conversion event the advertiser defined.
And we will be able to drill down to see their campaign results broken out by household income, as well as household composition categories like family-based households, roommate-based households and households where 18- to 25-year-olds live.
Pretty cool – right?