Facebook announced its 2015 Innovation Competition awards today, giving top “Innovator of the Year” honors to adMixt for its Flightplan self-service ad tool.
Flightplan combines two Facebook ad units — dynamic product ads and local awareness ads — to to promote locally available products to people near a physical store. “Using local inventory data and dynamic retargeting, Flightplan empowers retail companies with multiple locations to build national and global ad campaigns with local relevance,” the Facebook release said. “Flightplan earned the top award for helping to solve a pressing problem in the retail industry: connecting the online and offline retail experience.”
Facebook’s innovation awards are an annual competition for the company’s Marketing Partners; this year it asked for entries that solve “unique obstacles” in a vertical market. Facebook awarded four other partners — Brand Networks, Datalogix, Kenshoo and Smartly.io — with “Excellence in Innovation” honors. The details:
Brand Networks’ Collision Management tool tells multi-tiered brands and businesses with multiple retail locations if their Ad Sets are competing for the same audience in the ads auction. Collision Management shows businesses the audience overlap across their Ad Sets and enables them to set sequencing and frequency parameters for each Ad Set to ensure their ads tell a cohesive brand story and don’t compete for delivery. Using Datalogix’s Relevancy Engine, Oracle Data Cloud helps grocery stores reach existing customers on Facebook with personalized coupons, recipes, and deals. Advertisers use aggregated and anonymous information about past in-store purchases along with dynamic product ads to deliver promotions to past and potential customers on Facebook. To make digital circulars more relevant and valuable, Kenshoo created Digitizing Circulars, a tool for building digital circulars that live within Facebook carousel ads and can be saved locally on users’ devices for redemption at a later time. The tool includes a push notification component that sends a message about saved circulars when people are near a retail location. Smartly.io’s image template tool called Dynamic Image Templates makes it easy for advertisers to efficiently edit thousands of product images pulled in through dynamic product ads. The image template tool lets advertisers adjust image sizes, add dynamic text and add different shapes and color filters to make product ad images easy to manage.
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