Interest targeting may help Facebook sell more and better ads, but the discipline still has a ways to go.
Most people don’t hear the name “Leighton Meester” and think “jewelry,” but there’s a strong correlation between the Gossip Girl star and consumers who are in the market for some bling.
The relationship had been unexploited and probably unknown until SocialFlow, the New York-based social media marketing firm, crunched the numbers. Working on behalf of a large jewelry client, SocialFlow was able to buy ads against Facebook conversations about Meester.
The result, says Frank Speiser, co-founder of SocialFlow, was a 2x to 3x jump in click-through rates for ads.