Facebook Testing Time Scheduling for Ads, Full Dayparting Coming Soon
While Facebook has always allowed performance advertisers to schedule campaigns by day, advertisers have not had control over scheduling and delivery at more granular levels. This has created problems for advertisers in a couple of different ways:
- Advertisers can only start campaigns at midnight, which may not make sense given specific campaign related events.
- For international advertisers, starting at midnight US time might mean starting in the middle of the day in many other countries.
However, last week Facebook started testing a new time-scheduling feature that will allow advertisers to specify the specific start and end times of advertising campaigns down to 5 minute increments. While it’s not full traditional dayparting, it is at least a start.
Full Dayparting Coming Soon
When will more fully featured dayparting (a restaurant may want to schedule ad campaigns to run from 10am-12pm during weekdays, for example) be available? A Facebook spokesperson tells us Facebook is definitely working on it and it’s on the roadmap for the “next few months,” but a specific timetable has not yet been announced.
Full dayparting will increase the power of Facebook Ads significantly, as advertisers will be able to reach Facebook users during the times of day that are most effective given their product or service. Combined with Social Ads (a feature that allows advertisers to include a brief message about friends’ interaction with the ad next to the ad creative), many advertisers could see significant increases in conversation rates.
Thanks to Dave Kerpen at theKbuzz for the tip.
July 6th, 2009 at 7:20 pm
This is going to be great! :)
July 6th, 2009 at 9:04 pm
maybe also include the timezone
This looks useful for Weekend Offers and 9pm-4am for Nightclubs
Maybe Mate1 etc will go late evening when dating better suited and ads e.g. 2 for £10 in Pizza Hut although in the UK there is a ban on advertising for ‘unhealthy’ food that under 16s could be watching between 5am and 10pm
July 7th, 2009 at 1:14 am
very good! its about time!
and its about time that banner ads 120X600 will be sold on through the self served service and not through weird Microsoft channels.
including HOMEPAGE placements which are REALLY expensive for NON US advertisers. facebook is selling this ads at prices that are belong to US market and this is why MOST of the advertisers outside the US never buy those ads because they can buy MUCH better ads in those prices in other websites!
July 8th, 2009 at 5:36 am
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July 9th, 2009 at 2:52 am
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