Many weeks ago, I expressed misgivings about the targeted ads that show up on Facebook. According to a recent article in the New York Times, it looks like I’m not the only one who’s put off by them.

The ads that appear on the right-hand side of Facebook pages are determined for each user based on demographic information and interests shared on the site. Since my last mini-diatribe on this subject, the ads that I’ve seen have tended to be more relevant (read: less offensive) to me. For example, I just clicked on my profile page, and one of the ads is for ModCloth.com, an online vintage/indie clothing store. Maybe I’m seeing this particular ad because I’ve listed John Fluevog shoes as an interest, or maybe it has something to do with my year of graduation and music tastes. In any case, this is an ad I wouldn’t mind clicking (and I don’t mean the little “x” in the corner).

Ok, so what about the rest of the ads on my profile page? Well, here’s one that’s not-so-relevant (at least, I sincerely hope not): “Having trouble fitting in? No guarantees, but you’ll probably be more popular with a funny tee, hoodie, mug or sticker from CafePress!” While I would normally find an ad like this to be annoying, what’s more unsettling about this one is the venue in which it appears. I know that these ads come up for me based on information Facebook has gathered about me. Because it’s actually targeted toward me, it has the potential to cross the line from annoying to insulting.

What’s my point here? While targeted online advertising can be effective, it’s got a ways to go. No matter how effective it gets, though, and especially until the technology and methodology improve, understanding your audience and being able to speak to them in a language they’ll understand is invaluable. Take the example used in the article: “Are you a fan of Eddie Izzard? We need 100 music and movie lovers to test and KEEP the new Apple iPad.” Aside from the fact that Eddie Izzard is a performer whose material is available in a variety of media, it seems like a pretty serious stretch to connect an appreciation of British comedy to a desire for Apple products so directly. You want to try hard to engage with your readers by providing useful content without looking like you’re trying so hard (or not hard at all… depends on how you look at it).

Tags: content marketing

This entry was posted on Monday, March 15th, 2010 at 4:28 pm and is filed under Content Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.