Friday, September 14, 2007

Facebook Shifts Ad Sales Strategy

Facebook Flyers, the social net’s self-service targeted ad solution, has not scored very high in terms of the marketing industry’s typical measurements. In response, Facebook has created a cost-per-click offshoot called Flyers Pro, which will let marketers set the value of each click. The new auction-based system also will let marketers choose a swath of targets, such as age and sex, or students at a particular college. The information in user profiles, including political party membership and relationship status, can also be surveyed by Flyers Pro. Part of the impetus for the ad system upgrade was to maintain its appeal among its typical small business and user-to-user advertisers, as well as broaden the base of marketers it attracts.

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