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Thread: Facebook Likes, Privacy, and Ad Targeting

  1. #1
    Senior Member davetropeano's Avatar
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    Facebook Likes, Privacy, and Ad Targeting

    One of the reasons online advertisers like Facebook as an Ad Platform is because of the depth of demographic and psychographic targeting available. You really can get pretty specific about the segment of people you want your page/post/ad shown to.

    A group of researchers built a personality modeler based on a FB user's likes.

    http://fivethirtyeight.com/datalab/this-algorithm-knows-you-better-than-your-facebook-friends-do/

    The big thing advertising online is lateral targeting -- finding connections between disparate interests and possible products/events/activities to promote. Needing to analyze only 100 likes in order to predict basic traits and possible cross-interests is very, very cheap for these analytics engines.

    Moral of the story -- your likes define who you are online and shape the ads/offers you see.

  2. #2
    Administrator Roland Denzel's Avatar
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    Thanks, Dave.

    I've used fb ads a few times. I think I got to the people I chose, but I think I chose the wrong people. ...if you know what I mean. They saw it but rarely clicked.

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    Senior Member davetropeano's Avatar
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    Quote Originally Posted by Roland Denzel View Post
    Thanks, Dave.

    I've used fb ads a few times. I think I got to the people I chose, but I think I chose the wrong people. ...if you know what I mean. They saw it but rarely clicked.
    This is pretty common. Finding the right "pocket of people" is part skill and part artform.

    I worked with a supplement company last year on this all we did was tweak the packaging images. For a given target population, some people respond better to the Lipozene-like faux prescription box/bottle packaging and some people respond better to the Hydroxycut et al. bottle, etc.

    In that case we kept the targeting group and made a product look more appealing. I am sure the book publishers do the same thing with covers and titles.

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    Senior Member Lou Schuler's Avatar
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    Quote Originally Posted by davetropeano View Post
    I am sure the book publishers do the same thing with covers and titles.
    You wouldn't be sure if you worked in publishing!

    A lot of it is still just guesswork.

    On Lean Muscle Diet we started with what I thought was an awesome black-and-white torso shot of our model. But, to my surprise, it was replaced with a generic, photo-shopped color image of a much skinnier guy. I politely screamed in protest. My editor said it was changed because the B&W cover looked too much like a workout book and not enough like a diet book.

    That's why we ended up with an all-type cover. It's worked for countless weight-loss books over the years. With LMD, it's already having one interesting effect: a lot of women are picking it up. That probably wouldn't happen with a male model on the cover.

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    Quote Originally Posted by Lou Schuler View Post
    On Lean Muscle Diet we started with what I thought was an awesome black-and-white torso shot of our model. But, to my surprise, it was replaced with a generic, photo-shopped color image of a much skinnier guy. I politely screamed in protest. My editor said it was changed because the B&W cover looked too much like a workout book and not enough like a diet book.

    That's why we ended up with an all-type cover. It's worked for countless weight-loss books over the years. With LMD, it's already having one interesting effect: a lot of women are picking it up. That probably wouldn't happen with a male model on the cover.
    Went to the local Barnes and Nobel this weekend looking for this, and they did not have it. Was not happy, they had the Margaret Atwood book my wife asked me to pick up, but not yours. Guess I will order it.

  6. #6
    Senior Member davetropeano's Avatar
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    Quote Originally Posted by Lou Schuler View Post
    With LMD, it's already having one interesting effect: a lot of women are picking it up. That probably wouldn't happen with a male model on the cover.
    Rename the 2nd edition the "50 Shades Diet" complete with black and white male model on the cover and you'll be fine

  7. #7
    Senior Member Lou Schuler's Avatar
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    Ha!

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    Administrator Roland Denzel's Avatar
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    Lou, what happened to the early cover with McDonald's colors? I thought that was a good look. Seriously.

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