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Facebook Tailors Mobile Ads To Local Retailers' Stock

Broadening its effort to bridge the divide between the virtual and real world, Facebook is expanding its dynamic ads to brick-and-mortar retail.

Among other benefits, this change should make it easier for businesses to customize creative for different store locations based on local product availability, pricing or promotions.

As such, mobile campaigns can now highlight products that are currently in stock in the stores that are geographically closest to consumers.

Facebook knows as well as its business partners just how important it is to connect consumers’ mobile and in-store experiences. Indeed, 49% of in-store purchases are now influenced by digital interactions -- over half of which take place on mobile.

To support this shift, Facebook rolled out new capabilities for marketers to drive foot traffic to stores, in June.

Just a few months later, the social giant is now reporting over one million store visits per day in 100,000 locations, and a growing number of retailers using its Offline Conversions API to verify that people seeing their ads are making in-store purchases.

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Facebook on Tuesday also announced a “store visits objective,” which builds on the geo-targeting and ad format features of the local awareness ad solution and introduces store visits as the primary reporting metric and a new optimization model.

In theory, store visit optimization helps brands reach people more likely to visit their stores, in order to decrease the reported cost-per-store-visit.

The objective is expected to roll out to all ad partners, over the next month.

1 comment about "Facebook Tailors Mobile Ads To Local Retailers' Stock ".
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  1. Jeremy Geiger from , September 21, 2016 at 3:41 a.m.

    Great to see the concept going mainstream.
    Brands desire it but agencies generally have a hard time getting their heads around it.
    The trick to getting real in-store SKU-level sales lift, is to get a mega-concentration of impressions in a tiny geo area in/around the store.  The good news is that the aggregation of all non-Facebook RTB media is more than only FB media.
    Thes days, Pathformance.com provides the in-store inventory data to Ad-Tech players so anyone can offer such capabilities.
    All brands will be doing this, in 5 years.

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