‘Men are cheap’ says Facebook advertising study
A new report released yesterday (September 25) exploring the gender differences in Facebook advertising campaigns, has revealed that men respond better to Facebook ads and cost less to reach than women.
The one year study was carried out by Resolution Media and Kenshoo Social, with the data examined for the report spanning almost 65 billion Facebook ad impressions and 20 million Facebook ad clicks.
President of Resolution Media Alan Osetek said that women represent a majority of Facebook users, but it's cheaper to advertise to men. His company's advertisers capitalised on the trend and spent 53 per cent of the Facebook advertising budgets reaching men.
"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," he added.
The report highlighted that ads targeted at men achieved better exposure rates, reaching a bigger percentage of their unique audiences.
Kenshoo Social general manager Sivan Metzger said: "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."
Kenshoo Social also used the results of the study to assess the performance of Facebook advertising across eleven countries.
Six key events were observed including the average cost-per-thousand (CPM), average cost-per-click (CPC), average click-through rate (CTR), average frequency for delivery, average exposure rate of delivery and maximum Facebook recommended bids for ads.
The countries that topped the 2012 Social Media Advertising Global Games were Mexico and Turkey, with the former taking out the lowest average CPM and CPC, and Turkey having the highest exposure rate for the delivery of Facebook ads.
Posted by April Revake.