In early September I wrote about Facebook launching a new advertising platform. Although at the time details were scarce and my post was mainly based off of rumours, the platform has been unveiled and although still a young platform the industry has shown how they feel about this.

“Atlas means that Facebook can now use the data it amasses from its 1.3 billion users to serve targeted ads on other websites around the web, and track their success.” 

This may mean that Facebook may soon begin to show Ads all over the internet rather than just on Facebook.There are two other big features of “Atlas” however that may actually mean more for Marketers than advertising using Facebook outside of Facebook. Both these features center around tracking the results. The first feature is better mobile tracking, Atlas can track your ad and even connect it to your mobile app thus you will be able to better see conversion rates than before. This is a much further expansion of their website tracking pixel that is currently in place. The second feature is the big show stopper. Facebook may have just done the unthinkable, what has before today thought to be nearly impossible now may be possible. Tracking the results of your online campaign to directly see how many customers are shopping in store. Not online but offline. “ If a consumer gives their email address when purchasing an item instore, Facebook can share whether or not that person was targeted with an ad. Let’s say Reebok shares with Facebook a list of people who recently bought their new range of gym kit. Facebook can then provide the number of people who saw a targeted ad for the same items, and tell Reebok how many targeted users converted, both on and offline.” 

Atlas looks very exciting! Omnicon has already jumped on board and signed an agency-wide contract with Facebook. They may be the first but will for sure not be the last. Especially since Instagram Ads are coming and Atlas will be connected to Instagram as well. But don’t forget that users are beginning to get fed up with ads and that is leading to the success of platforms like Ello.

 

Source: Clever Marketing; Page Traffic Buzz