Facebook's privacy officer: "We may use data collected on Facebook to serve you ads both on and OFF Facebook"

MindShare’s Brian Stoller suggests marketers may be going overboard when it comes to targeting in mobile at the expense of reaching a wider audience. He noted Google and its AdMob mobile ad network will often advise advertisers not to target beyond one or criteria for mobile campaigns. Stoller said companies also focus too much on location rather than context. Instead of just trying to target somone wherever they go, consider the context of where they’re at so any message or offer isn’t wasted.

"A music video taking a song from one artist and clips from a television show by someone else promotes both of them. For free. I personally have whole playlists of songs that I first discovered through these means. I have become interested in TV shows because I saw amazing videos about the characters. People have made money from me not because of cinemas or DVD specials or the radio, but because something I saw on YouTube took my breath away."

The path to lower Google Adwords costs and higher ad exposure

When it came to recall, three things were particularly important: The image needs to have an obvious focal point, the brand needs to be clear and the ad needs to fit with the brand's personality. 
Focal-point fails are pretty common. Facebook ad formats don't allot a ton of space for images or text. To deal with the restraints, many brands opt for an image that might include tiny renderings of the product line on, say, a funky background, meant presumably to suggest movement—or something. Whatever the intent, fuzzy, out-of-focus shots get in the way of consumers' remembering your brand. 
Ads should also be clear about what brand they're promoting, which, again, sounds pretty basic until you look around and see the number of ads where the brand name is obscured and its logo, colors and overall feel are AWOL.
The sample high performer in this regard was a big-brand ad containing both the tagline and a new holiday TV commercial. The creative looked as though it could have been ripped from a TV or print ad. While this guideline could be an opening for make-the-logo-bigger types, the lesson is that Facebook ads don't have to swerve from a brand's usual visual and messaging approach.