Ever more innovative Facebook advertising formats
Facebook ads have become widely democratized. Many companies use Facebook sponsored links to promote themselves. Both large multinationals and local businesses have found many advantages in using social media advertising. In addition, Facebook always offers more innovative advertising formats in order to immerse the consumer in the universe of the brand. It is also possible to highlight your products thanks to dedicated advertising formats, inspired by e-commerce stores.
"Rewards", Facebook's new offline advertising format
Recently, the social platform tested the implementation of a new advertising offer: Facebook Rewards. Unlike the other types of ads already offered by the social network, this new advertising offer has the particularity of being offline. Indeed, it works thanks to the combination of the use of a mobile (and a Facebook account) and the visit of a physical store.
Facebook "Rewards" is a brand new advertising format based on QR code technology that allows you to obtain a reduction when you go to the store. The user simply has to scan the QR codes he finds in the store in order to collect discount offers, for example.
In the screenshot below (source: Techcrunch), you can see the "Rewards" feature and the space allocated to the QR code.
Facebook wanted to launch this program in order to better position itself in physical commerce. Users have access to the Rewards functionality through their mobile. They are then geolocated when they are in the store and when they use Facebook's “rewards” program. Obviously, the data collected will be very useful for Facebook, which will be able to make the link between the user, the promotion and the store concerned.
Facebook is well aware of the importance of local commerce and the potential of combining online programs and physical stores. This first “rewards” format potentially heralds the arrival of other formats based on the same principle, which allows physical stores to use the power of the social network to build loyalty. Thanks to this program, Facebook could become a valuable element for companies to develop their cross-channel synergies (between Facebook page, e-commerce site and physical store of the same brand).
To be continued!
