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Are Men Going Really Cheap on Facebook?

A 12-month study of 65 billion impressions reveals men cost less to reach with Facebook ads and respond better

Global digital marketing players Resolution Media and Kenshoo Social published a new report Tuesday, Sept. 25.

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.

[ Also Read: Why You Should Not Advertise on Facebook ]

“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 capitalized 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.”

[ Also Read: 11 Love Tips for Social Lovers on Facebook ]

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.

[ Also Read: Bill Clinton to Use Social Media for P&G Water Program ]

Meanwhile, with the aim to understand the current challenges in the digital marketplace and VivaKi’s approach to overcome them, RMN Digital invited Jack Klues, chief executive officer, VivaKi to discuss an array of related issues. (Read: “Agencies Need to be Intrepid Explorers”)

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.

According to the company, 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.

Resolution Media, an Omnicom Group company, is a leading digital media agency with operations in 40 countries. Resolution specializes in all areas of search, consumer behavior analysis and optimization across all digital platforms.

Kenshoo Social delivers a global social marketing technology solution for advertisers and agencies.

Photo courtesy: Resolution Media

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