RSS feed Get our RSS feed

News by Topic

BizReport : Advertising : September 26, 2012

Advertising: Men are cheap on Facebook

Women make up the bulk of Facebook users, but men are cheaper to target with ads on the social network, according to a new study by marketing software company Kenshoo and Resolution Media.

by Helen Leggatt

menarecheap-thumbnail.pngOver the course of a year, Kenshoo and Resolution media analysed 65 billion Facebook ad impressions and 20 million clicks.

They found that targeting men on Facebook is a lot cheaper than targeting women. On average, ads targeting men cost less in terms of cost-per-thousand impressions ($0.16 male / $0.20 female), as well as cost-per-click ($0.51 male / $0.68 female).

The reason for the disparity, says Viji Davis, Resolution Media's VP of Marketing, is that men have a less focused approach to their use of Facebook. While women concentrate on nurturing relationships and 'following an agenda' while on the social network, men are less absorbed and more likely to notice advertising.

"While this may seem counterintuitive given the laws of supply and demand in an auction marketplace, our advertisers capitalized on this trend and spent 53% of Facebook advertising budgets reaching men," said Alan Osetek, president of Resolution Media. "As it turned out, ads targeting men performed better and thus warranted the increased investment. Men delivered better Exposure Rates and click through rates than women, increasing their value for marketers."

Tags: cost per click, cost per thousand, exposure rate, Facebook, online advertising, research, social marketing, social media

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.