Facebook Tailoring Ad Offerings By Industry

By David Cohen 

Facebook Vice President of Global Marketing Solutions Carolyn Everson said the social network is now tailoring its advertising offerings for specific industries, such as automotive and telecommunications.

Everson spoke with reporters following Chief Operating Officer Sheryl Sandberg’s appearance at IAB MIXX in New York Tuesday, part of Advertising Week 2012, in which Sandberg appeared with Facebook board member Marc Andreessen and talk-show host Charlie Rose.

Bloomberg reported that Everson said Facebook reoriented its sales staff to focus on specific industries earlier this year, adding:

The most important thing to do is understand what a marketer wants to achieve and tailor a product to that. What an automotive company needs in terms of national brand awareness to launch a car versus how they have to drive people to a dealer, and who the secondary players are in between — those are all very different product solutions.

Readers: Do you think this was a smart strategic move by Everson and Facebook?