Facebook urges advertisers to employ creative tactics

NEW YORK: Facebook is pushing advertisers to be more strategic with the vast data the social website has on its 1.4 billion users.

The company is encouraging more creative tactics, such as distributing different versions of the same ad depending on a viewer’s interests, said Carolyn Everson, Facebook’s VP of global marketing solutions.

She’s also preparing marketers for the opportunity to use Facebook’s targeting data for ads on Instagram.

Facebook will highlight the efforts in meetings with clients and ad agency partners at the Cannes Lions festival in France this week, the largest annual global gathering of advertisers and marketers. The company is seeking to increase its share of the $145 billion global advertising market that eMarketer estimates at 8%.