Facebook Offers Targeted Real Estate Ads

As the saying goes, real estate is all about location, location, location.

Because the same goes for online advertising, Facebook on Monday debuted dynamic ads for real estate. With the new offering, advertisers can target users interested in properties based on neighborhood, price, and dwelling size.

Beyond that, Facebook can help advertisers find “people likely to take action (such as submitting their contact information) with conversion optimization,” a company spokesman said on Monday.

While Facebook continues to pursue fresh revenue opportunities, the tech giant is healthier than most of its competition. During the second quarter, Facebook increased its revenue by 45% to $9.32 billion, year-over-year.

For the full year, Facebook’s global ad revenue is expected to increase by 35% to $36.29 billion, eMarketer estimates.

Although still behind Google, that puts Facebook well ahead of other digital ad sellers, analysts are quick to point out.



“With growth still pacing better than 40% for this year, in an industry more likely to grow by teens, Facebook’s share of ex-China digital advertising will undoubtedly exceed 20% this year,” Pivotal Research analyst Brian Wieser said in a recent note.

That’s “even before accounting for gross revenues associated with Facebook Audience Network,” Wieser noted. Only net revenues are included in Facebook’s reported revenue.

“The revenue growth in the [second] quarter is all the more remarkable, considering the concerns that came to light late last year around measurement issues, use of third-party tools by large brands and broader concerns about the effectiveness of digital advertising among many large advertisers,” Wieser added.

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