Facebook Advertising Behavioral Targeting

Facebook and Instagram’s New Holiday 2015 Behaviour Segment

With Christmas fast approaching, Black Friday less than a week away, and online shopping on the rise, retailers are heavily focused on maximising their digital advertising sales this holiday season.

A recent survey by The National Retail Federation shows that the average person plans to carry out 46% of their browsing and buying online. As the world’s largest social network, it is no surprise that Facebook has rolled out a new ad-targeting segment called ‘Holiday 2015,’ aimed specifically at people who are engaging in the holiday season.

This new segment will be available between 26th November and New Year’s Day on both Facebook and Instagram. You will find the ‘Holiday 2015’ ad-targeting option within the ‘Behaviours’ category under ‘Seasonal and Events’.

Facebook Holiday Targeting

These Facebook users are identified by picking out holiday-related keywords, including Black Friday and Cyber Monday, in posts which they have published, commented on, liked or shared. Facebook will take into account users who interact with these posts the most, with the audience remaining aggregated and anonymised.

This is not the first time Facebook has utilised real-time conversations. Earlier this year, the Big Game targeting segment was introduced for the Super Bowl. It will be interesting to see how advertisers use the Holiday 2015 segment in comparison; especially with so much hype around the Black Friday period.

For advertisers looking to take advantage of the holiday season traffic, we highly recommend using this segment in the run up to Christmas by testing it overlaid with their usual targeting options. Users engaging positively with keywords like Black Friday and Cyber Monday on Facebook show a higher propensity to buy, and will likely result in a higher CTR and conversion rate. However, advertisers cannot rely too heavily on this ad segment alone, it must be used alongside strong messaging and enticing creatives. Consider using it in conjunction with Facebook’s Dynamic Product Ads.