This powerful feature will allow marketers to reach segments of people who have key attributes that we care about, based on their off-Facebook activity.

Segment and succeed

To date, we have been able to advertise to people based on their expressed interests on Facebook – age, gender, favourite activities, etc.

Now, with Partner Categories, a marketer can show ads to people on Facebook based on things they do off Facebook, like buying pet food.

To provide this type of targeting Facebook has teamed up with Acxiom, Experian and Quantium.

Learn more about your followers

Partner Categories also lets marketers target ads to greater categories of users, based on this third-party data.

For example, we could create Facebook ads targeting people who have bought stationery products offline, or people who earn a certain income. 

We’re still not sure what categories will be available here in Australia, but in the US there are currently more than 500 categories to choose from.

I am expecting Partner Categories to open up many new opportunities for Australian marketers utilising Facebook. Stay tuned for more updates as they unfold.

ABOUT THE AUTHOR
Lucio Ribeiro, is a co-founder and lead strategist of specialised Social Media agency Online Circle Digital where he works with Fortune 500 brands in developing their digital marketing strategy and execution. He is considered a thought leader on digital marketing authoring articles in digital innovation and social media strategy, speaking in seminars and judging global awards.