Facebook Improves Advertising Options by Adding Behavior-Based Targeting
Facebook recently overhauled its advertising system, making it easier for advertisers to target specific audiences. When using Facebook Ads, advertisers will now see many different options in the “Audience” section, which can be used to narrow down the Facebook users who will be shown their advertisement. Most of these options, such as Location and Interests, were already available in Facebook’s old targeting system. However, Facebook has unveiled a Behaviors option, which offers advertisers the opportunity to improve campaigns directed at general or narrow target audiences. Behaviors are broken down into eight different categories, with each containing numerous subcategories.
The Automotive category sorts Facebook users in many different ways— based on the cars they own or are shopping for. Advertisers can appeal to general audiences such as individuals who have purchased used vehicles. They can also choose to be very specific by advertising to owners of a certain make, model, age, and price of a car.
Facebook allows advertisers to target users who have made charitable contributions to a broad selection of organizations. Advertisers can be general by targeting those who have contributed to any charitable organization, or they can choose specific subcategories such as Animal Welfare, Health, Political, Environmental, and more. Continue reading “Facebook Improves Advertising Options by Adding Behavior-Based Targeting”
The end of the 2013-14 NHL regular season is almost upon us, which means that the Stanley Cup playoffs are coming soon. The New York Rangers have clinched a spot in the playoffs and are currently battling for position in the Eastern Conference and for home-ice advantage during the first round (conference quarterfinals). The Rangers, led by Vezina Trophy-winning goaltender Henrik Lundqvist, are looking to win the Stanley Cup for the first time since the 1993-94 season. The team full of veterans, including Rick Nash, Martin St. Louis, and Ryan McDonagh, will be entertaining to watch as they try to get the Rangers back to the top of the NHL. This excitement will attract a large audience in the Greater New York area when the playoffs start on April 16th.
Cablevision is offering a special advertising package for the Stanley Cup playoffs, and your business has the opportunity to air your commercial during the Rangers’ first-round playoff games. Local businesses will have a great opportunity to attract a male-dominated audience while advertising on channels such as MSG, MSG+, and NBC Sports Network (NBCSN). These channels have a predominately male audience with ages from 18-54 years old. Continue reading “New York Advertising Spotlight: NHL Stanley Cup Playoffs”
The 2013-14 NBA regular season is quickly coming to a close with two local New York teams having playoff aspirations. The New York Knicks, led by Carmelo Anthony, are seeking their fourth straight playoff appearance and are currently in the middle of a heated battle for one of two remaining playoff spots in the Eastern Conference. The Brooklyn Nets are in the midst of a turnaround season and have clinched a playoff berth for the first time since the franchise moved from New Jersey in 2012. The NBA Playoffs, beginning on April 19th, will offer local businesses a great opportunity to advertise to a wide audience.
Cablevision is now offering separate packages of NBA advertising spots for the first and second round of the playoffs for both the Knicks and the Nets. Local businesses looking to attract a male audience will have a great opportunity to advertise with options available on channels such as ESPN, ESPN NEWS, TNT, NBA TV, YES Network, and MSG. All of these networks have a male-dominated audience, with viewership primarily in the 18-54 year-old range. Continue reading “New York Advertising Spotlight: NBA Playoffs”
Over the past few years, the popularity of Internet-based advertising has increased tremendously. One of the most widely used methods of Internet-based advertising is through email. Email advertising offers businesses a cheap, easy way to reach out to a large number of potential or current clients. Its advantages have led to a decline in direct mail advertising, the more traditional system of sending tangible advertisements to consumers. Despite the lower costs associated with email advertising, does it bring in a higher return on your investment?
There are many advantages to email advertising. For starters, emails can contain clickable links. In addition to text information and pictures found on advertisements, links can be used to send a consumer to any web page a business desires. Also, emails are sent to consumers immediately. There is no waiting period for an email to be delivered to a consumer like there is with direct mail. However, the main advantage to email advertising is very basic: it is cheap. As long as a business is connected to the Internet, sending an email comes at almost no cost. Direct mail incurs costs such as printing and postage, which can add up quickly if a business is trying to reach a large number of consumers. Continue reading “The Better Method: Direct Mail or Email Marketing?”