Facebook Is Testing a Location-Based Mobile Ad Product [Updated]
Nearly a dozen ideas were shared at a client council meeting in April. Although the social network didn’t elaborate on how location-based ads will appear on members’ phones, Facebook Offers might play a role in the integration.
“Phones can be location-specific so you can start to imagine what the product evolution might look like over time, particularly for retailers,” explained Carolyn Everson, Facebook’s VP of global marketing solutions. “We’ve had offers being tested over the last couple of months.”
If executed, real-time location-based ads would be particularly beneficial for businesses that rely on nearby foot traffic, such as retailers and restaurants. However, it’s unclear if Facebook plans on making this opt-in.
Mobile advertising can be invasive, and with such limited screen space, it’s important that these ads are relevant and of the highest-quality. Otherwise, brands run the risk of being ignored, or worse, unLiked.
No other details are available at this time, but we’ll keep you updated on how Facebook plans to incorporate this into its ad product lineup.
Update: A spokesperson from Facebook said that Everson’s statements were misinterpreted. Her earlier quotes only address the possibility of such product. At this time, the social network isn’t confirming a new product and stated, “We’re always looking at different opportunities across mobile, but we have nothing to announce this time.”