A short report from Bloomberg today told us that video advertising on Facebook was going to be priced at as much as $2.5M per day
What?
That has to be the price for a full-membership run, right? They must be talking about the full 1.15 billion members, 61% of whom go to the site each day. Yes they are.
Surely it becomes more affordable as you start defining your target, right?
Wrong.
The report also said that the only targeting that was going to be available would be gender and age. That's it. They are said to be mimicking the way that network television sells it's ad inventory to make established marketers (those with the BIG budgets) more comfortable in including FB in the media mix.
The advertisers will receive three runs of a 15-second spot in a single day for the price of $1M to $2.5M, the price difference being, presumably, the gender and age you target
That's broadcasting at its worst. Huge reach, small frequency, high cost. Internet advertising, and Facebook in particular, are currently pulling ad dollars away from broadcast with its ability to target both geographically and by lifestyle choices. It is able to drill down deeply eliminating waste, improving effectiveness. Why in the world would Facebook turn its back on this profound advantage?
They are going after the biggest advertisers with this strategy and turning their backs on "the long tail." Are they choosing the right strategy? I guess we will see.
What?
That has to be the price for a full-membership run, right? They must be talking about the full 1.15 billion members, 61% of whom go to the site each day. Yes they are.
Surely it becomes more affordable as you start defining your target, right?
Wrong.
The report also said that the only targeting that was going to be available would be gender and age. That's it. They are said to be mimicking the way that network television sells it's ad inventory to make established marketers (those with the BIG budgets) more comfortable in including FB in the media mix.
The advertisers will receive three runs of a 15-second spot in a single day for the price of $1M to $2.5M, the price difference being, presumably, the gender and age you target
That's broadcasting at its worst. Huge reach, small frequency, high cost. Internet advertising, and Facebook in particular, are currently pulling ad dollars away from broadcast with its ability to target both geographically and by lifestyle choices. It is able to drill down deeply eliminating waste, improving effectiveness. Why in the world would Facebook turn its back on this profound advantage?
They are going after the biggest advertisers with this strategy and turning their backs on "the long tail." Are they choosing the right strategy? I guess we will see.
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