Facebook Tests Ads in Groups

More than 1 billion people use Facebook Groups each month, and now the social network have confirmed that they are testing ads within the feature. Mobile and desktop versions of Groups in Australia, Canada, Ireland and New Zealand are confirmed to be part of the trial. Facebook is targeting the ads to the individual members of a Group based on the Group’s topic as well as information gathered from their respective Facebook accounts, for instance how old they are, where they live and what they’re interested in.

Key Takeaway:

Groups could be a powerful tool for marketers who choose to show ads to users browsing a Group that relates to the premise of their app. For instance, marketers of a football gaming app may choose to serve ads to users within a football club fan group. The network will however have to learn to identify the topics of Groups where the names are more cryptic, or range across a slew of different subjects.