The targeting will be based on people’s posting and interaction with posts containing holiday-related keywords.
Last minute shopping for holiday customers? There’s still time on Facebook and Instagram.
The social network is rolling out a new ad-targeting segment to enable brands to zero in on people who are highly engaged with content related to holiday shopping, including Black Friday and Cyber Monday. The segment, which will run from Thanksgiving through New Year’s Day, can be used on any ad format on either network.
Facebook will pull together the audience by sniffing out holiday-related keywords in posts that people publish and posts they like, comment on and share. Like all Facebook targeting, the audience is aggregated and anonymized.
The new segment is already available within Facebook self-service ad dashboards in the “Behaviors” section under the “Seasonal and Events” category. Facebook first did something similar with a “Big Game” ad-targeting segment for the Super Bowl this year. The company also offers targeting segments for American football, baseball, cricket and rugby.
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