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Facebook: Sure it is huge, but it has really high engagement metrics

January 19, 2010

vcmike

I’ve been listening over the last couple of years as media and advertising types turned their noses up at Facebook as an advertising platform. “They don’t have a clue how to monetize that traffic” was the common refrain.

People started to pay attention, of course, as Facebook’s traffic soared past 350 million users. Even mediocre monetization when multiplied across a site of that scale gets BIG.

But there’s more. According to comScore, the average Facebook user views a whopping 662 pages per month.  By way of comparison, MySpace comes in at 261, Twitter at 67, and LinkedIn at 55 — all of which are substantially higher than your average large website.

With that reach and engagement, you can bet that Facebook is going to build one helluva advertising business off its own inventory, not even considering the off site ad juggernaut Facebook Connect will give rise to.

5 Comments

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  1. January 19, 2010

    Absolutely agreed. People say social networks don’t make for a good advertising platforms, but they said that about the Internet until Google (and some others before, but mainly Google). People spend a ton of time on those pages as well and everything targeted. Plus each visit users spend substantial time and clicks creating a virtual set of facebook only cookies. It’s pretty impressive.

  2. Adrian #
    January 19, 2010

    Sure, but they have to supply what advertisers want to buy– not just eyeballs but segmented eyeballs. The segmentation options aren’t great. Buying a regional network works in principle, but tough to target within those. (Engaged couples? Boys v Girls? Not a lot to work with.)

    Also click-through rates have been pretty weak so far. (In fairness, they might be able to fix that with better product design.)

    The biggest issue is cultural. Unless Facebook can convince marketers and ad buyers that they need to value audiences in a new way (ha ha), they’re stuck with current pricing. And that means non-segmented $0.50 CPMs. The advertising community is scared to death of the new world– it was always difficult to prove that advertising made a difference and was worth it. The existing metrics were weak, but they were the best they had. Don’t ask the advertising community to throw away their security blanket at a time when the industry’s in freefall.

    Mathematically, you’re right– a lot of page views and engagement should equal a huge ad business– but there’s a huge cultural battle to win to get prices above $0.50 per thousand.

  3. March 22, 2010

    Yes, there is good solid evidence that there is a correlation between good targeted traffic for advertising and Facebook. Social media such as Facebook have been used to good effect in elections, charities, commercial companies and to promote a certain band or item. Facebook has a highly efficient advertising targeting platform when used correctly. The website has very good traffic, although not everyone uses the site. Same old adage, learn how to use and embrace the users.

  4. February 17, 2011

    Its quite cheap in compare to facebook.com just login now or send us mail and promote your business over the europe. Facebook UK Team

  5. February 10, 2013

    I hardly drop responses, but i did a few searching and wound up here VCMike’s Blog. And I actually do have a couple of questions for you if it’s allright.
    Could it be just me or does it seem like a few of the remarks look as if
    they are left by brain dead folks?😛 And, if you are writing at other online sites,
    I’d like to keep up with everything fresh you have to post. Would you list of the complete urls of your public sites like your twitter feed, Facebook page or linkedin profile?

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