[IMI POV] Facebook: Household Targeting

Facebook Household TargetingIn preparation for the holiday season, Facebook is launching a feature that will allow marketers to target members of the same household. Because some members of the household may hold more purchasing power than others, Facebook recognizes the importance of tailoring a campaign to take advantage of these relationships.

Starting with a specific audience, Facebook will be able to pull their household members and market to them accordingly.

Data used to determine household members and relationships include Facebook family member settings, internet access IPs, and frequently tagged posts and check-ins.

This new feature will expose household members to a more collaborative and tailored ad experience and will make holiday gifting less of a guessing game. With their relatives’ interests circulating through their feeds, gifting becomes easy and convenient. Marketers now have the advantage of guiding the gifting process.

When preparing holiday campaigns, ads that would benefit from an extension to the household can be adjusted accordingly. Why is this going to be powerful, specifically for our verticals?

eCommerce

eCommerce is directly impacted by the new tool. Facebook is predicting increased conversion rates and ROIs as a result of the launch of household targeting. When taking a look at the holiday season, in particular, this new feature can be seen as a holiday shopping assistant. All household members will continue to receive ads and promotions relevant to their own personal interests as well as the interests of their household members.

Travel/Hospitality

The travel and hospitality industries will also be impacted by this new feature. Household members tend to collaborate and make decisions together when it comes to vacations (where to go, where to stay, how to get around, where to eat, etc.). Targeting each member with the same campaign will increase the chances of conversation and decision-making in favor of that campaign.

Entertainment

The entertainment industry can benefit from this feature by using it to strategically appeal to specific household members. For example, an ad for a new movie with a target audience of 12-16-year-old males who like sports could reach not only those young males, but also their parents. This provides more ad coverage and increases the chances of the movie coming up in conversation and appealing to the interest of the parents (the ones who will most likely make the ultimate decision).

Healthcare

This feature appeals to a family member’s concern for their family. An example would be to target a home care ad to both seniors and the members of their household.

IMI’s recommendation is to take a look at each Facebook campaign holistically and decide who has the deciding power in each case. Examples include:

  • If the ad is for a product/gift for men, extend it to members of the household around Father’s Day
  • If the ad appeals to younger teenagers, extend it to the members of the household (who may have the ultimate say in the decision)
  • Around gifting holidays, extend all appropriate product ads to all members of the household

This feature should be taken advantage of on a case-by-case basis.

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