(Video of Marketeering Group team members at Facebook Seattle, trying to get a meeting with the Atlas team.)
Facebook has the keys to the most potent advertising audience in the digital realm. Each month, one billion people use the social networking platform on mobile devices and over 700 million of them use it every single day. That’s a huge opportunity for advertisers and digital marketing firms.
At an advertising-centric huddle at its corporate headquarters in Menlo Park, California on Wednesday, the social media giant shared its vision for the next several years of digital advertising on its platform. Its strength isn’t just in numbers, though – the real prize and opportunity for advertisers is the information it has about every person who uses Facebook.
Through targeted advertising, companies no longer need to waste ad dollars on blanket campaigns. The truth is that people will only pay attention to things that interest them and catch their eye, but all the marketing money in the world means nothing if your potential customers aren’t becoming actual customers.
Facebook’s answer to that problem is a new venture called Atlas, a new ad-suite that reachs real people, measures user actions across devices, and even connects offline sales to your digital marketing efforts. How they plan to do that, however, is being held under tight wraps for now.
According to their site, “Atlas can measure how online advertising impacts conversions in the real world…marketers (will) have a better understanding of their customers and which online touchpoints drive offline purchases. This big-picture view helps advertisers shape and fine tune the narratives and journeys that guide buyers and impact results.”
With an industry based on cookies and tracking conversions through fairly standard web technologies that have existed for over a decade, this a significant push by a major online player to shake up the digital advertising world. All in all, Atlas seems like a very interesting and still mysterious initiative. Whatever they’re cooking up, they’re not saying much until the invitations go out sometime in the near future.
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