Facebook launched the latest innovation in the world of advertising. Rests on Facebook Pixel as the main foundation, Facebook Facebook Dynamic Ads developing technology as an alternative to advertise. Facebook claims, this technology allows the products over to the customer, and no longer the customers who come looking for the products. Then, like what this technology work?
Met at Social Media Week 2017 in Jakarta, Wednesday (13/09/2017), APAC Head of Marketing Reynold D'silva said Facebook Dynamic Ads created from their efforts in adapting to changes in consumer behavior today.
"There is a change in consumer behavior today. Consumers want something more instantly in a live user experience. In the field, many found consumers were initially interested in the product and not to the purchasing stage because the journey taken too long or complicated, "said Reynolds.
Through Facebook Dynamic Ads, Reynolds explained the consumer will be treated with a shorter shopping trip. Of the ads shown on Facebook, customers are no longer delivered to visit a page brand that sells the product, but buy it directly in the platform up on the spot. Not only that, Facebook also provides pages Collection which resembles a shopping catalog, and allow shoppers to make purchases on the spot in one click.
Advertising on Social Media that does not mean 100% effective. It is admitted by Facebook. The problems that often occur at this time is a lot of ads that appear on the page browser customers are not relevant to what they want. In response, Reynolds said they use Facebook Pixel technology that can target users with products that match their interests.
"Facebook Pixel acquire signals from websites and applications used by the user. This technology collects a list of users who visited the purchase page but did not make a purchase, visitors who viewed a particular product category but did not make a purchase, look at the items stuffed into a shopping cart but did not make payments, until they reached the point of purchase, "said Reynold ,
The collected signals will be processed and used by Facebook to deliver ads that are relevant to the products journey that user. Finally, every ad that appears on the Facebook page will be different from one user to another user.
Reynolds pointed out, a Facebook user may make a purchase air tickets to New York City (NYC). After he landed at the airport, the airport will capture the signal in the journey the user and sends advertisements around the hotel which is located in NYC. Kemudaian when it comes to hotels, Facebook will send advertisements restaurants which are located around the venue.
"So, did we not only show the products contained in the history of the customer journey, but also related products that are relevant to what they're interested in," said Reynolds.
Targeting all businesses, Facebook does not put a particular advertising rates. The system used is a dynamic auction system that allows potential advertisers to determine their own rates they want to pay for Facebook.
"Brand or potential advertisers can bid to Facebook related to how much budget they have and who the target market who want to be targeted," said Reynolds.
He said, Facebook did not close the opportunity for perpetrators of Micro, Small and Medium Enterprises (SMEs) to use Facebook Dynamic Ads. The more relevant the content provided by the prospective advertiser, the more likely this advertisement price suppression.
Facebook to the Instagram acquisition was an added value for Facebook. The prospective advertisers can select the option to advertise on two platforms that or just on Facebook. All returned to the user selection.
Dynamic Ads, Will Facebook become effective advertising solutions?