Men Are Cheap, Finds New Resolution Media and Kenshoo Social Facebook Advertising Study
Poster: SySAdmin
Posted on September 25, 2012 at 4:35:02 PM
Men Are Cheap, Finds New Resolution Media and Kenshoo Social Facebook Advertising Study
SAN FRANCISCO, September 25, 2012 /PRNewswire/ --
12-month study of 65 billion impressions reveals men cost less to reach with
Facebook ads and respond better
Global digital marketing leaders Resolution Media [http://www.resolutionmedia.com ]
(http://www.resolutionmedia.com) and Kenshoo Social [http://www.kenshoo.com/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 [http://resolutionmedia.com/white-papers/socialmediainsights ] and
2012 Social Media Advertising Global Games [http://kenshoo.com/globalgames ].
(Logo:
http://photos.prnewswire.com/prnh/20120907/559592 )
"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."
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
[http://resolutionmedia.com/white-papers/menarecheap ] or Kenshoo Social
[http://www.kenshoo.com/menarecheap ] to download the full report.
ABOUT RESOLUTION MEDIA
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.
ABOUT KENSHOO SOCIAL
Kenshoo Social delivers a global social marketing technology solution for advertisers
and agencies to achieve tangible business results as effectively and efficiently as
possible. Through Kenshoo Social, marketers can create and optimize scalable social
advertising campaigns while leveraging sophisticated measurement capabilities for owned,
paid and earned initiatives across all channels. Please visit Kenshoo.com/Social
[http://kenshoo.com/Social ] or Facebook.com/KenshooSocial
[http://www.facebook.com/kenshoosocial ] for more information.
Facebook(R) is a registered trademark of Facebook, Inc. Kenshoo is a trademark of
Kenshoo Ltd. Other company and brand names may be trademarks of their respective owners.
Photo:
http://photos.prnewswire.com/prnh/20120907/559592
Photo:http://photos.prnewswire.com/prnh/20120907/559592
http://photoarchive.ap.org/
Kenshoo
CONTACT: Resolution Media Contact: Isabelle Gauvry, Director of Public Relations, Omnicom Media Group, +1-917-435-6457, Isabelle.gauvry@omnicommediagroup.com ; Kenshoo Contact: Stacie Susens, Senior Director, Marcom and PR, +1-877-536-7462 x131, Stacie.Susens@Kenshoo.com
SAN FRANCISCO, September 25, 2012 /PRNewswire/ --
12-month study of 65 billion impressions reveals men cost less to reach with
Facebook ads and respond better
Global digital marketing leaders Resolution Media [http://www.resolutionmedia.com ]
(http://www.resolutionmedia.com) and Kenshoo Social [http://www.kenshoo.com/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 [http://resolutionmedia.com/white-papers/socialmediainsights ] and
2012 Social Media Advertising Global Games [http://kenshoo.com/globalgames ].
(Logo:
http://photos.prnewswire.com/prnh/20120907/559592 )
"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."
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
[http://resolutionmedia.com/white-papers/menarecheap ] or Kenshoo Social
[http://www.kenshoo.com/menarecheap ] to download the full report.
ABOUT RESOLUTION MEDIA
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.
ABOUT KENSHOO SOCIAL
Kenshoo Social delivers a global social marketing technology solution for advertisers
and agencies to achieve tangible business results as effectively and efficiently as
possible. Through Kenshoo Social, marketers can create and optimize scalable social
advertising campaigns while leveraging sophisticated measurement capabilities for owned,
paid and earned initiatives across all channels. Please visit Kenshoo.com/Social
[http://kenshoo.com/Social ] or Facebook.com/KenshooSocial
[http://www.facebook.com/kenshoosocial ] for more information.
Facebook(R) is a registered trademark of Facebook, Inc. Kenshoo is a trademark of
Kenshoo Ltd. Other company and brand names may be trademarks of their respective owners.
Photo:
http://photos.prnewswire.com/prnh/20120907/559592
Photo:http://photos.prnewswire.com/prnh/20120907/559592
http://photoarchive.ap.org/
Kenshoo
CONTACT: Resolution Media Contact: Isabelle Gauvry, Director of Public Relations, Omnicom Media Group, +1-917-435-6457, Isabelle.gauvry@omnicommediagroup.com ; Kenshoo Contact: Stacie Susens, Senior Director, Marcom and PR, +1-877-536-7462 x131, Stacie.Susens@Kenshoo.com