Facebook to allow location-specific ads

Posted on February 11, 2015

 

Social networking site Facebook is to let its corporate clients target users based upon where they are in real time.

In a move that would see people receiving offers on Facebook as they walk into individual stores, Place Tips could give the social firm the cutting edge that it needs in the internet marketing arena.

With the new system already being trialled at a number of large landmarks in New York, including Central Park, JFK Airport and the Statue of Liberty, it will operate through the ability of modern smartphones to constantly transmit their location. Facebook will use Wi-Fi signals, GPS data and nearby mobile transmitters to work out where someone is, before sending them location-specific information.

For smaller places, such as shops and museums, Bluetooth-enabled transmitters called ‘beacons’ will be installed. This means that once a Facebook user comes into the beacon’s range, such as upon entering the attraction or store, relevant offers and ads can be sent straight to their account.

For example, anyone walking into a clothes shop could receive the current best offer for certain items, based upon products that they have previously liked on the social platform, while someone entering an art gallery would be sent information on any new exhibits.

Facebook users will be able to turn off Place Tips by altering their location settings, or hide certain venues if they do not want to receive any offers or details about them. In a move to allay privacy concerns, the social network claims that clicking on the service will not publish where the member is on their news feed.

When he’s not editing web copy and news articles at work, Web Content Editor Tom sates his love for the written word by losing himself in a good book.
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