Analytics giant Omniture is set to work closely with Facebook in a partnership that will allow marketers to better capitalise on advertisement opportunities via the social network.
The two companies have been working together since last year, and have mostly been developing analytics around facebook applications, measuring user engagement with the apps.
Marketers can now use the new search engine marketing management application SearchCentre Plus, which has new functions for the purchase of Facebook ads, to track ad success.
With the new solution, companies can recognise opportunities to engage the right customers on Facebook and promote to them the most relevant content, products and services, because the solution allows companies to compare ad campaign metrics on Facebook alongside the other media channels they use.
Customers of Omniture can also now create reports which are specifically designed to show the effectiveness of ads for Facebook pages and the networking site’s applications. Omniture will also identify users’ affinity to brands by looking at which groups users are members of and which pages they are fans of, which will allow advertisers to target specific audiences.
Facebook advertising
The new developments are great news for Facebook, which has been keen to generate more advertising revenue from its hugely popular site. The site will benefit from unobtrusive adverts, and advertisers will gain greater understanding of what is working, and what isn’t.
A recent report speculated that the site could be on track to make more than $1.1 billion this year, and this partnership with Omniture could well pave the way for the overcoming of obstacles that have hindered advertising opportunities in the past.
Previously, Facebook advertising resistance has been present due to a number of factors including reluctance to learn new ways of designing campaigns, as well as being able to effectively track the success of such campaigns via tangible metrics.
For Omniture, which Adobe acquired last year for $1.8 billion, it’s an opportunity to align with an already huge site that is expected to see very significant ad growth in the future and move ahead of competitors.
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