From Facebook's perspective, there's plenty of room for the large brands and emerging players to coexist.
That's because advertisers can get so specific in their targeting that they're not really vying for the same user.
For example, a pizza parlor in Chicago can choose to only go after people within a 10-mile radius, or an e-retailer focused on teenage girls can target women between the ages of 13 and 18. Meanwhile, hotel chain Marriott is able to find its rewards members in the Bay Area and run promotions tied to this weekend's Super Bowl in Santa Clara.
"Targeting is the great equalizer to allow advertisers of all shapes and sizes to perform well," said Graham Mudd, Facebook's director of ads product marketing. "If prices go up, that's typically a reflection of the fact that we're able to deliver more value."
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Facebook has long been an attractive service for big spenders, but it wasn't until late last year that the company went straight for old media dollars. Ahead of Advertising Week in September, Facebook introduced a tool that allows brands to roll out a combined TV and Facebook campaign, with Nielsen verifying delivery of the ads.
The social network also debuted products to improve brand awareness and let advertisers see the effectiveness of their mobile campaigns, and it added video to the carousel format, a succession of ads that users can scroll through on their device.
Karin Timpone, Marriott's global marketing officer and a former executive at Disney, is going big on Facebook. Unlike SeatGeek, Marriott and most of its 19 brands are universally known, so the company isn't looking to be discovered or drive app downloads.
Rather, Marriott is out to reach its customers at the right time and place. For a regular business traveler who stays at Marriott hotels, that could mean surfacing a video promoting a vacation stay at a Ritz Carlton luxury resort.