6) Facebook also offers targeted advertising opportunities. Banner ads – the company’s major source of income – can target individuals by demographic or keywords based on the specific information they have placed in their profiles. Adidas, for example, uses Facebook to promote specific labels in the company, target consumers regionally, and give the brand a personal touch. The head of Adidas’s digital marketing group explained, “Wherever our fans are, we’re going to use Facebook to speak to them and we’re going to try to speak to them in a locally relevant way.”