Select Facebook Advertisers Gain Access To New ‘Grapevine’ Insights Program
This new service from Facebook will essentially poll users to find sentiment on a topic and create ad messaging that they'll be receptive to.
A new tool in the Facebook ad repertoire may act as a real-time focus group of its 1.35 billion users. According to AdWeek, this new platform, dubbed ‘Grapevine’, is available only to high end advertisers. ‘Grapevine’, will help give context to topics and ads so that brands can better customize their messaging.
According to Facebook the data derived from the tool is both qualitative and quantitative — so users could see what users are saying about a topic and craft ads based on the sentiment. Someone could look up what people are discussing on a topic like home renovations, their pets, etc, so an advertiser can address any issues with their ads.
This is another monster step in the digital ad space that Facebook is taking as advertisers will essentially be able to poll their recipients before spending money. Think about it, a dandruff shampoo can see what folks are mentioning across the country, custom tailor content specifically to issues, then laser target users. Powerful.
According to an AdWeek source, the advertisers that have Grapevine available are based on bankroll.
For more see AdWeek.