What’s ahead for Facebook advertising in 2014?

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For Facebook and its advertisers, 2014 could be a big year as more companies get on board or become more knowledgeable about what the site can deliver.

As Facebook toys with introducing more video into the mobile and desktop News Feeds, advertisers will look for ways to capitalize and capture users’ attention. But that’s not all that’s coming in 2014. We talked with James Borow, CEO of Facebook Strategic Preferred Marketing Developer SHIFT, to find out what will be the trends next year in Facebook advertising.

Inside Facebook: What do you see as the most exciting things coming up in Facebook advertising next year?

James Borow: What’s most exciting is two-fold: looking at it centered around cross-device targeting, as I think as all these dollars push to mobile, and the Facebook ID is effectively kind of cannibalizing the cookie, I think Facebook becomes just a really exciting place to play. I think that’s going to be the continuing trend for 2014, where Facebook will become the channel where you can reach anyone anywhere, regardless of device and add cross-device attribution into that.

IF: Do you see some brands already starting to do this (cross-device targeting) already?

JB: Absolutely. If you look at the shift to mobile alone, it’s the best indicator. All of these mobile dollars going through Facebook aren’t explicitly mobile. Advertisers are now saying, “I just want to find these people, wherever they are.” So that’s why the social dollar flows into mobile as aggressively as it has, and people are starting to become accustomed to the idea that regardless of what device I reach them on, I just want to reach them.

I think there’s a ton of really positive early indicators that the market is moving that way and I think it really enforces that Facebook is going to be in a remarkable position.

IF: People will check Facebook from their phone, their computer and their tablet, so there’s a variety of ways to reach people. Are advertisers getting smarter about mobile and smarter about going through tablets? Are you seeing more strategies aimed at reaching people through their tablet or through their mobile phone?

JB: I think this is for 2014, where the big opportunity is that advertisers are going to be thinking it’s all about the ability to reach who I want to reach. So if I want to reach them with an ad on their mobile phone, I want to make sure I understand that they converted, or if they convert on a tablet, or if they convert on their laptop. But it would really be looking at this holistically as just digital marketing. It’s not web marketing, it’s not social advertising, it’s just reaching the people I want to reach and then seeing if they have converted or do the thing I want them to do.

Facebook is in a very unique opportunity to do that because they can do cross-channel attribution and they know who the user is, instead of having to rely on a cookie. A cookie doesn’t work on a mobile phone. So if I show you an ad on Google’s ad network today, I don’t know if you may have converted on your phone later on. It’s difficult to do that because they rely so heavily on cookies.

Facebook is more, I can show you an ad for an iPhone app on your laptop, then I can see 15 days later, if you’ve installed it on your phone. That’s a really different way of approaching things. It also is the big trend for 2014, where Facebook is the way that you can reach whoever you want to reach and see what they actually do regardless of what device they’re doing it on.