Facebook’s Pitch to Automakers: We Have Reach — And the Data to Prove It
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Facebook revved up its charm offensive for the auto industry last month, holding its first “summits” in Detroit and Los Angeles for executives from Team Detroit, Carat, GM, Ford and Toyota.
The social network has good reason to go the extra mile when wooing carmakers. Just days before going public last year, Facebook’s ad business faced a major crisis when General Motors announced it would pull its ads from the site because it wasn’t sure if they were having an impact on sales. GM came back to the fold in April, and Facebook has been trying over the last six months to be more strategic about the overtures it makes to automakers.
Now it’s taking what it believes is a tantalizing pitch for automakers to this fall’s digital upfronts: In addition to its reach, Facebook can deliver an audience of people actually in the market to buy a car. Through its data partners, the social network can show automakers how many people exposed to their ads ended up buying their car after at least two months have passed.
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