Tech forums are buzzing with news that Facebook has acquired Moves, a fitness app that allows you to track your daily activities to provide you with an overall breakdown of your daily activity level. But what does Facebook’s acquisition of Moves mean for your business?
In short, Moves’ real-time location targeting technology could spell good news for businesses that want to target local customers through a Facebook advertising campaign.
In fact, ArsTechnica reported that a Facebook spokeswoman confirmed that the social media giant “does plan to share the Moves data.” ArsTechnica goes on to speculate that, “presumably, all of this means that Facebook will give Moves data to third parties like marketers and advertisers but will not bundle it themselves with Facebook’s own data. However, Facebook’s data on its users who use Moves is also for sale to the same marketers and advertisers.”
The Value of Facebook’s Targeted Data
Facebook advertising already provides thorough geo-targetting and demographic filters to help businesses hone in on relevant customers. The quality of user data is high on Facebook; a Facebook account is not often shared between people whereas a Google account, for example, just might be. Picture a family household with a laptop, a tablet, a couple smartphones, and a desktop computer. Any one in the household may use any of those devices if it is within reach when they need to do a quick Google search. Your ad may “think” that it’s reaching a 45-year old mother, but in fact it has appeared to her 12-year old son. With Facebook advertising, where users will log in to their account before they start to browse, you can be more certain that your ad appears to the right set of eyes.
Where does Moves come in to this picture? Once installed, the Moves app can track users even when the app isn’t open. Facebook’s acquisition of Moves could be indicative of an even more extensive geo-targeting infrastructure in your Facebook Advertising campaign in the near future – one that employs geo-targeting alongside current location data.
There is no saying at the moment what this merger can mean for marketers, but one thing is for sure: The possibilities are extraordinary.