As people move outside during the warmer months there is a noticeable decline in viewing figures for channels such as television, which results in less spend by advertisers.
Facebook is hoping to give these parties an alternative to traditional media with the launch of Reach On The Beach, a campaign that the social network has labelled its “biggest of the year”.
Having only just kicked off, Facebook wants advertisers to invest in a platform that is widely used by consumers when they are outside enjoying the summer’s hot weather.
The social networks states that 50% of time spent online in the UK is now accounted for by mobile and, unlike TV, this does not dwindle from May to September. Facebook even says it has 21 million people in the UK logging on via mobile every day.
Conversations based around summer have been steadily increasing on Facebook. For example, mentions of ice cream have multiplied by 1.22 times year on year, those for the barbeque have risen by 1.42 times and sun cream by 1.24 times.
Advertisers can use Facebook to tap into consumer conversation with features such as weather activation. For instance, brands could run an ice cream campaign in a target location when the temperature reaches a certain threshold there.
Creative can also be targeted based on events. So in in the run up to Glastonbury, an advertiser might decide to prepare creative around the appearance of bands and other artists.
Some media agencies are already on board, with Starcom Mediavest Group co-CEO Steve Parker suggesting that Facebook might be the preferred method of engagement for his company at this time of year.
“The summer is a time of the year when behaviours change and the weather dictates many of our decisions,” Parker explained.
“Add to that the unknown of the World Cup and it is an exciting time for brands to exploit existing or new channels to deliver experiences that matter, and reach consumers on the go.
“With such a large mobile audience, Facebook will be at the front of the queue.”