Friday, 20 September 2013 02:13
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SAN FRANCISCO Reuters:
Facebook Inc is expanding a service that lets a group of major marketers measure the effectiveness of their ads, in the company’s latest move to prove that advertising on the world’s largest social network leads to real world sales.
The service, which Facebook quietly rolled out in the United States during the past year, analyzes its users’ mobile phones and wireless providers to see who has switched handsets or carriers after looking at an ad.
Facebook, which says users’ personal data are hidden from advertisers, will begin offering the service to telecom industry advertisers in nine other countries this week, with a target of 25 countries by year’s end.
With 1.15 billion members, Facebook has stepped up efforts over the past year to forge stronger ties with advertisers across different industries and put to rest any skepticism about the payoff that ads on its social network can deliver.
In October, Facebook partnered with Datalogix, a data mining firm, to help show marketers of consumer packaged goods how their Facebook campaigns led to in-store retail sales.
Telecom is the third largest category of digital brand advertising in the United States, behind retail and consumer packaged goods, according to industry research firm eMarketer.
Facebook’s mobile apps automatically detect a user’s phone model and wireless provider to optimize its online service for them. That data also provides valuable insights.
