The Truth About Facebook
July 30, 2007
Facebook still has media buyers scratching their heads, while dying to figure out a way to “get down” with its 32 million active users and a growth rate of 3 percent per week. Media buyers? This one is for you. Tech blog Valleywag has managed to get their hands on the Facebook rate card. Here’s the skinny: just as the rumors contended, Facebook’s homepage banners aren’t such a good buy. They’ve got a mediocre click through rate of .4 to .8 percent. Not bad, but not good either. Meanwhile, the sponsored stories come at a CPM of $10 with a minimum buy-in of $50,000. For precise targeting it’s going to cost you $2 to $5 extra in CPM. For a sponsored group expect to spend a $150,000 expenditure for three months. From what we read, there’s no mentions of widgets or anything to die for, but small start-ups are trying to change that, so stay tuned. If you’ve got the dough those sponsorship packages might be alright. Just make sure you do something interesting and not just throw up a group associated with your brand. Keep in mind – the Facebook kids are much different than those using Myspace.
Got your checkbook out? Get the whole adkit in a nice Powerpoint document here courtesy of Valleywag.
August 1, 2007 at 4:47 pm
Bah!! Humbug!!
These social networking sites are pretty much a crock of HYPE.
Retention on these places is along the lines of Second Life (short).
Can’t wait for these places to do their dot com bust.