Pay attention to the ads in the right column. You may soon notice an uncanny relevance to your instant desires. No, it’s not the universe giving you a sign. It’s Facebook’s newest advertising platform that is currently in testing (you know, a small study group of only 6 million users or so).
So what’s the big idea? It’s Facebook’s version of intent-based advertising. It basically delivers real-time ads based on your wall posts and status updates.
Here’s how it works. Let’s say you’ve got the munchies and update your status to, “Could really go for some pizza right now! Who’s in?”
You could get an instant ad or a coupon from Domino’s, Papa John’s or Pizza Hut.
A little obvious, right? Targeting someone’s immediate needs is something Google has been dabbling with for a while. So what’s going to give Facebook an edge? The world’s largest social media platform already has copious amounts of personal information about you and me. It knows where you are, how old you are, what sex you are. Facebook knows! So now mix your personal profile with your instant intent, and now we’ve got a hook. Smart, eh?
The testing process they’re in right now is really to figure out if these kinds of ads can be delivered at split-second speeds. It’s a complex algorithm based on conversations and keywords. As soon as the user makes a statement that is a match for an ad in the system, they’re gonna get what they wanted. What’s the lesson? Be careful what you ask for. You might just get it, on Facebook!
What do you think of instant ads on Facebook? Convenient or too intrusive? Tell us how you feel!