Facebook lets brands target ads based on offline behavior

Facebook lets brands target ads based on offline behavior

Briefly

"Since launching last year, thousands of companies have used Facebook's offline conversions tool to measure the impact their campaigns have on offline purchases. Now, these advertisers, which include Macy's, KFC and Dick's Sporting Goods, can build custom audiences from their offline conversion event sets comprised of consumers who have previously purchased offline. Facebook said these new types of audiences allow brands to re-engage customers based on their interactions through offline channels like stores or call centers."

"Brands can also create lookalike audiences to find new consumers that share characteristics with their best customers that shop offline. Advertisers also have a number of options to connect offline data to digital campaigns, including manual uploads, the Facebook Offline Conversions API and integrations from partners. In addition, Facebook's store visits reporting is an estimated metric based on data from consumers with location services enabled on their phones."

""Facebook's store visits reporting helped us show an increase in restaurant traffic and higher sales during our Facebook campaign," said Steve Kelly, US director of media and digital at KFC, in a statement. "Some campaigns have shown a cost per store visit ranging from $0.50-$2.00. Understanding the impact of our Facebook ads on foot traffic is putting us ahead of the curve from others in the industry in terms of proving ROI.""