Facebook Household Ad Targeting: You will be able to use it soon

Targeting ads towards niche groups of people on Facebook is one of the widely used digital marketing strategies. But do you know you’ll soon be able to target ads down to the specific household?

Facebook is going to introduce a new target audience feature called "household audience". This will allow Facebook advertisers target ads at entire families or to one or more people within a household.

In a Family there might be six types buying roles. Not necessarily that every family will have all the roles. But At least one will be there, if not more.

1. INITIATOR first identifies the need to buy a particular product or service to fulfill a family need;
2. INFLUENCER (their) views influence the family's buyers and deciders;
3. DECIDER ultimately approves all or any part of the entire buying decision -- whether to buy, what to buy, how to buy, and where to buy;
4. BUYER holds the formal authority to select the supplier;
5. USER consumes or uses the product or service;
6. GATEKEEPER controls information or access or both, to decision makers and influencers.

New Facebook tool will help brands target each of them. Let's see how it works.

Using household audience feature through custom audience

For example, Kiksha.com is trying to boost their Laptop sales. So they are promoting Laptops available in their website through Facebook paid ads. Say a Student from Dhaka University needs a Laptop. He is the USER. His elder brother can be the INFLUENCER While his Father/Mother is the BUYER. Now Facebook will allow you to target ads towards all the family members! So that each role player got influenced by the ads!

How it works

Say a commercial bank is introducing a New Born's Deposit Account. They have a custom audience developed using customers' mobile number available in their database. So now they can just turn on the household audience feature to reach not just the person they’re targeting, but also their spouses.

It's cost effective!

For example, Daraz.com.bd is trying to sell Refrigerators. So they are promoting this category through Facebook. Once a family member of any certain family purchases a Refrigerator after seeing their ads on Facebook, this new feature will automatically stop showing ads to other members of the family cause this is highly unlikely that 2 family members from same family will purchase a Refrigerator at the same time.

Now you might wonder how Facebook will identify your family members. It's tricky! Facebook will identify members of the same household based on indications, such as Relationship status on Facebook, frequency of shared check-ins or even where they access the internet.