The mobile ubiquity and push for always-on location sharing which is a trademark of Facebook became a massive trading point today with the launch of pinpoint geo-location targeted advertising that could convince people to visit stores and see places that are around them.
Physical businesses will soon be able to point ads to anyone who lives in a certain area or was recently within a specific poximity of their business. Ad-providers can set a circle as small as a kilometer and the advertisements will be pushed to people’s phones or browsers.
These new ads will be available for US business owners in the coming weeks, and will be made available the World over in the next few months.
This brand of advertising has been in the Works for a long time by Facebook. Facebook acquired Rel8tion as far back as early 2011, whose prime focus was this kind of ad targeting.
VP Carolyn Everson hinted in 2012 that location-aware phones could one day power hyper-local Facebook ads and although the ads still aren’t served in real-time I’d bet that eventually businesses will be able to pre-bid on a hyper-local audience and have them shown to users when they enter the specified area.
Facebook has over 1 billion mobile users and many of them give Facebook access to their location, plus its desktop users can be located by IP address meaning Facebook has the data it needs to make hyper-local ads a winner.
Facebook even has real-time location on some users in the US thanks to its recently launched proximity feature Nearby Friends, which runs constantly in the background to alert users of people entering their area.
All businesses have to do is enter their address or select one from their Facebook Page, set their circle of range, the gender, and age range that is targeted and add a photo and message. Facebook pushes the ads to people in the area. Businesses can even select to include directions in their ad via a button that will launch a map app in a user’s phone.