Men Are Cheap Says Facebook Advertising Study

Global digital marketing leaders Resolution Media (http://www.resolutionmedia.com) and Kenshoo Social (http://www.Kenshoo.com/Social) published a new report today. The study, entitled Social Media Insights: Men are Cheap, explores gender differences in Facebook advertising campaigns and offers actionable guidance to advertisers. Previewed last week to clients attending the 2012 Resolution Media Summit, this third report in a series for marketers running ad campaigns on the world’s largest social network follows Social Media Insights: Metrics that Matter and 2012 Social Media Advertising Global Games .

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“Women represent the majority of Facebook users, but it’s cheaper to advertise to men. While this may seem counterintuitive given the laws of supply and demand in an auction marketplace, our advertisers capitalised on this trend and spent 53 percent 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.”

Key highlights of the report include:

  • Men are exposed to and click on more Facebook ads
  • On average, ads targeting men cost less through the cost-per-thousand impressions ($0.16 male / $0.20 female) and cost-per-click ($0.51 male / $0.68 female) pricing models
  • Ads targeting men achieved superior Exposure Rates, reaching a larger percentage of their unique audiences

“As social media continues to increase in popularity, it’s critical for brands to understand who represents their best consumers and how to best reach them with effective ads,” says Sivan Metzger, general manager of Kenshoo Social. “Gender is just one of the many rich targeting options available to Facebook advertisers and leveraging Kenshoo Social’s advanced technology
helps marketers identify the right audience segments and create highly engaging campaigns at scale.”

Social Media Insights: Men are Cheap is based on aggregated data across a wide range of brands whose Facebook ad campaigns are managed by Resolution Media using the Kenshoo Social technology platform. The data set examined for this report spans nearly 65 billion Facebook ad impressions and 20 million Facebook ad clicks during a 12-month period.

For more marketing insights and key takeaways, visit Resolution Media or Kenshoo Social to download the full report.

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