Why Facebook ads are performing so poor?
Submitted by admin on Tuesday, 22 July 2008No Comment
Tags: ads, advertising, adwords, banner, click throughs, contextual, facebook, iphone, marketers, myspace, networking, social site, target, web ads
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iPhone, but ads on the social networking site are not. According to a post on the “Welcome to Reach Students Blog,” ad click-throughs on Facebook are pretty low, even with precise targeting. Why are ads on Facebook flopping?
Marketers have leveled similar complaints against MySpace, but even MySpace’s ad performance — clocking in at around 0.10% — far outpaces these numbers.The primary users of Facebook are college students, or the infamous Gen Y. This is the generation that was raised on the Web and, if we are to believe reports from many of the leading Web gurus, they don’t respond to interruption advertising.
Most agencies still use banner advertising on the Web. Of course, they also use AdWords and other forms of contextual advertising, and I am sure some of these poor performing ads were text links. Plus, Facebook is supposed to offer this amazing contextual ad program.
The context could be just another form of interruption advertising, especially for the generation as Web savvy as this one. What if contextual advertising is just as doomed as old-school banners with the younger generation, especially with the college-oriented, career-bound segment of it that Facebook targets. Seriously, what if Gen Y treats contextual ads the way you and I treat standard Web ads? What if they’re already callous to context? This is a distinct possibility I don’t see many marketers talking about.
The poor ad performance on Facebook — and the lackluster ad performance on MySpace — could the first signs of this.
Source:informationweek.com
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