Facebook’s ads: now 68 percent more likely not to be forgotten
(By Alexei Oreskovic)
Pop quiz: what was the last ad you saw on the Web?
According to Facebookâ€™s head of advertising products Gokul Rajaram, you would be exactly 68 percent more likely to remember the pitch if the ad was “social”.
Rajaram said that Facebookâ€™s various types of social ads, which can include product endorsements from a Facebook userâ€™s friends, offer the cure to the so-called banner-ad blindness that many Web surfers seem to suffer from.
â€śUltimately no one wants to get a message from the brand. You would much rather hear a message from your friend,â€ť he said at the TechCrunch Disrupt conference in San Francisco on Wednesday.
Not only is there a 68 percent greater brand recall with Facebookâ€™s social ads compared to its plain vanilla online ads, Rajaram also said that consumers who see a social ad are 4 times more likely to purchase the promoted product.
And he noted that the majority of Facebookâ€™s page views now feature ads with a “social” element.
With 750 million users on Facebook, thatâ€™s a lot of ads.
How much more money Facebook can reap from its social ads, Rajaram would not say. But itâ€™s no secret that business is growing fast atÂ Facebook: as Reuters reported exclusively last week, revenue in the first six months of 2011 doubled to roughly $1.6 billion.