Resonate Social Adds a New Dimension to Facebook Advertising

Resonate yesterday launched Resonate Social for Facebook, bringing motivations-based targeting and analytics to the social media giant for the first time, allowing brands, media agencies, cause marketers, and political campaigns to understand and act on the values, attitudes, and beliefs of Facebook users.

Resonate Social for Facebook allows users to target Facebook inventory based on motivations, and then report on audience attributes of those reached and engaged. It goes far beyond current Facebook inventory targeting, which is limited to first-party cookies or Facebook user likes and shares.

According to a recent report from eMarketer, in 2013, Facebook was the second largest digital ad seller in the United States, with a 7.4 percent share of net domestic digital ad dollars, or $3.17 billion. The social network is projected to maintain its number two position with an 8.2 percent share this year and 9 percent share in 2015.

"Resonate Social for Facebook extends our powerful, motivations-based targeting and analytics to the critical social media space and lets marketers communicate their message to audiences wherever they are on the Internet," said Michael Horn, vice president of research at Resonate, in a statement. "We are adding significant value to campaigns by providing a detailed view into why Facebook users make decisions."

The company expects companies that use Resonate Social for Facebook will achieve lower cost-per-action (CPA) in direct-response campaigns, while reaching a wide audience of engaged consumers.

Resonate also enables marketers to understand the difference between audiences who engage socially versus those who engage on the broader Internet, allowing them to modify campaigns as necessary.

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