Facebook’s Audience and Advertising: Very Few to Target?
Posted by Bob Warfield on November 12, 2007
After reading Fred Wilson’s post, I had to go play with Facebook advertising myself. What caught my eye is the ability to see how many people they think an ad would target from their audience based on the factors you type in. Here are some of the things I learned playing with this:
- Total audience: 21,371,920
- Over 18 years old: 17,291,140
- In college: 4,595,080
- College grads: 5,836,520
- Interested in Music: 15,520
- Interested in Beer: 35,240
- Interested in Sailing: 21,580
- Interested in Blogs: 2,800
- Interested in Cars: 97,000
My problem is how rapidly the numbers go down as you try to target with specific keywords. I would have thought some of thees things, for example “Music” or “Beer”, would land a lot of hits. Instead, the numbers re extremely low.
Either there is something wrong here, or the much vaunted ability to precisely target “Smart Ads” to the audiences is way overrated for Facebook. Try it yourself and let me know if you can get a better result. You must have a Facebook account, but at the bottom of your profile page there is a link called “Advertising” that makes it very easy. Give it a web URL and the next page will let you play these targeting games.
The Emperor had better find his New Clothes soon!
makers of popular Facebook applet BoozeMail, say the problem is that Facebook is a dating site, not a business site.
Massive overlap in Social Networks. There seems to be the business cluster consisting of LinkedIn, Plaxo, Salesforce, and the like, and the college kids cluster, which is nearly all the other Social Networks. The question will be whether the others do a better job with the profile information than what I found here from Facebook.