Facebook Beefs Up (In-Store) Offer Ads with New Mobile Tab, Targeting
August 31, 2016 | Contributed by: Greg Sterling
Facebook has had an ad unit called “Offers” for several years. However it’s seeking to reinvigorate Offers with some new capabilities and features, announced yesterday.
There are two types of Offers: online and in-store (or hybrid offers that can be redeemed both ways). They can appear in an ad unit or on a Facebook Page post. They can be distributed both on the desktop and in mobile, which is where most people will encounter them. Facebook will also allow marketers to post Offers on their Pages. Anyone visiting that Page can then see/capture the offer.
Most significant, however, is the addition of a new “dedicated Offers tab to see all Offers posted by the business.” If the Offer in question is to be redeemed in-store, the user will be able to go to the tab in the Facebook app and bring up the offer, which can then be scanned at the register using a barcode or QR code.
Facebook will also use push notifications to remind people about offers. The company doesn’t say this in its post, but I assume reminders will include in-store (or proximate) notifications. And not available today but coming soon will be the ability to offer different codes to different audiences.
Beyond the fact that consumers love deals and discounts — 72% of consumers say they have looked for coupons or offers while in-store via mobile, according to research from Valassis — and that they can be very effective marketing tools, Facebook in-store Offers is another online-to-offline attribution tool. Local Insights from Facebook also tracks the impact of ads on in-store visits.
I’ve been arguing for several years that all platforms and marketing services providers will need to be able to measure the offline impact of digital ads. If your competitors can do this and you can’t, you’ll be at a growing disadvantage.
Learn the state of the art in offline attribution at the Place Conference in Chicago on 9/21. Leading companies, including Google, Foursquare, xAd, NinthDecimal, Valassis, Mastercard and others will demystify how online-to-offline tracking works with case studies and clear explanation.