A media planner's guide to paid advertising opportunities on the social media network.
OK, I've previously examined the different ways you could advertise on Google. To be fair I asked Bianca Garcia, one of our media planners who specializes in social media, to help me compile a list of the advertising opportunities on Facebook.
What's interesting about Facebook: most of the units are non-traditional and are often incorporated in with the content that consumers are actively reading when they login -- mainly the social ads that show up in the Facebook feeds.
Plus, the larger social network sites allow you to get super granular with targeting. They have enough users that you can still hit a large audience even with a bunch of selects. Targeting parameters include: country, state, city or town, age, gender, interests, activities, music, TV shows, education, high school, college, major, workplace, relationship status, profile keywords, and books.
Now there are a many different things to do on Facebook and I may be inadvertently omitting some because new features are being added. The things we are focusing on here are paid advertising opportunities that media planners might take advantage of except for setting up a corporate profile. I'm also not going to get into talking here about applications. Using Facebook applications for advertising and branding is a pretty huge topic and certainly will be the subject of a future column.
Advertising and branding opportunities on Facebook include:
OK, so in nutshell those are the major paid media opportunities on Facebook. If I missed any please let me know.
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