Facebook’s latest ad products use artificial intelligence to better analyse offline and online data for stronger sales optimisation.

Ad revenue

Facebook is doubling down on its focus towards retail brands with the announcement of three new advertising tools at the latest Shoptalk conference.

Last September, Facebook had announced the ability for retailers to create custom audiences via their platform. Now Facebook allows targeting of users most likely to make a purchase as well.  

Facebook group director of global marketing solutions, Eva Press, states that 66% of customers are more likely to shop with retailers who remember what they like, and calls the opportunity “a bridge between online and offline experiences.”

A call to catalogues

VP of global marketing solutions Simon Whitcombe believes the solution is a throwback to catalogues of old with their “storytelling, product information and beautiful imagery.”

Bringing that experience to mobile has been difficult but Facebook’s collection ads with “category-level” images are tailored to a user’s preference, constantly shifting to better reflect their tastes.

Brands can also now incorporate theses images within their dynamic ads, with preliminary tests showing a 24% to 58% drop in cost-per-acquisition compared to the previous model. The numbers are promising.

Have you noticed collection ads? What are you thoughts on machine learning in audience targeting? Let us know in our comments below.