1-800-Flowers Becomes the First Client to Migrate to Facebook’s Revamped Atlas Ad Platform

By David Cohen 

AtlasWelcomeScreen650The revamped Atlas ad platform, which Facebook announced at Advertising Week 2014 in New York at the end of September, has its first client, as 1-800-Flowers migrated to the new system.

The relaunched Atlas is aimed at making sure Facebook users see advertising that is relevant to them — no matter which devices they are using, and even when they are not on the social network itself — and of allowing advertisers to be a part of the process both online and offline.

Facebook marketing manager Nicole Maraschky announced the migration by 1-800-Flowers in a blog post:

Taking the first step to embrace change can be daunting, but when the benefits and rewards are clear, it’s easier to make the leap forward. A valued Atlas client, 1-800-Flowers, took just such a step this month, becoming the first client to migrate to the new Atlas ad serving and measurement platform.

Atlas relaunched at Advertising Week and introduced the benefits of people-based marketing to the industry. Since we built Atlas from the ground up to help marketers reach real people with real results, we were excited to finally share that functionality with clients.

1-800-Flowers saw its first campaigns go live within days of starting the migration process, and in less than one month, its full suite of display campaigns was active. Now that migration is complete, we’re looking forward to working together to prove the value of people-based marketing in solving its cross-device problems, measuring the true impact of its ad spend and understanding its customers’ purchase journeys.

1-800-Flowers director of online marketing Craig Shiffrin added in the blog post:

We are thrilled to work with Atlas, and it has been a smooth transition for us. We look forward to our relationship with Atlas and learning great insight on how we can best serve our customers.