Facebook is launching a new household audience ad targeting feature that enables brands to direct their sponsored messages to specific groups of people, such as friends and family. The feature is set to roll out before the holiday season and is designed to siphon ad spend away from traditional TV networks.
To make use of the new targeting tool, brands will be able to select a source audience from their own first-party data, such as an email list uploaded to Facebook, and then turn on the household feature so that they can not only reach one individual but also attempt to engage with other individuals within the same household.
“What we want to do basically is leverage the power of our network to enable that kind of influencing or to support that kind of influencing across the family,” Facebook Product Marketing Director Graham Mudd said during a press event in New York on Tuesday. Influencers are a hot topic for marketers at the moment, and brands can benefit from targeting the new ads at people who influence purchasing decisions across the Web.
Facebook revealed that brands will be able to identify members of a particular household based on signals on the social platform, such as familial relationships and the frequency of shared check-ins. Mudd said that the ads might be useful for travel brands, as they will be able to target the individual paying for a trip and influence close friends and family who are likely to have a say in where they go.
He also claimed that the tool can streamline ad spend, as brands will be able to use the customer base to stop showing adverts if a person has a household-specific service such as Netflix. Facebook will also make more measurement capabilities available to marketers so that they can track metrics including total household reaches and the frequency of reach.
Brands will have to wait until later this year to use household ads, but they are now able to access video capabilities for the Dynamic Ads product after a new update was rolled out in mid-week. According to Facebook, almost a third of users on mobile now prefer to discover products via creative clips.