People-based marketing: Prepare to hear that term a lot more as Facebook develops ad-targeting and measurement platforms like Atlas, LiveRail and the Facebook Audience Network. Facebook has shifted its focus from providing advertising at scale to providing an ad solution where companies can target the right consumers.
The holiday shopping season often means new devices in the hands of users, and Facebook took steps to help developers get their applications onto those new devices with improvements to its mobile app ads in the areas of buying, creative and targeting options.
Instagram introduced advertising last November, and now the Facebook-owned photo- and video-sharing network is rolling out tools for advertisers that will allow them to gauge the success of their campaigns.
Advertisers on Facebook will have some new toys to play with “in the coming weeks,” as the social network announced that brands running video ads will be able to choose video views as an objective for their campaigns, as well as take advantage of two solutions to direct Facebook users to additional content, and all advertisers will be able to plan their campaigns using the traditional broadcast model of reach and frequency.