A study of the response rate to Facebook advertising has elicited the fact that men seem more receptive to advertisements then women responsible for 60% of clicks on ads despite constituting just 42% of the Facebook population.
In addition the research found that men are cheaper to reach than the fairer sex, incurring a cost per thousand impressions of just 16 cents – versus 20 cents for women.
Social Media Insights: Men are Cheap was compiled by digital marketing agencies Resolution Media and Kenshoo Social and was based on over 65bn facebook impressions and 20m ad clicks over a 12 month period.
Sivan Metzger, general manager of Kenshoo Social, said: “As social media continues to increase in popularity, it’s critical for brands to understand who represents their best consumers and how to best reach them with effective ads. Gender is just one of the many rich targeting options available to Facebook advertisers and leveraging Kenshoo Social’s advanced technology helps marketers identify the right audience segments and create highly engaging campaigns at scale.”
Alan Osetek, president of Resolution Media added: “Women represent the majority of Facebook users, but it’s cheaper to advertise to men. While this may seem counterintuitive given the laws of supply and demand in an auction marketplace, our advertisers capitalised on this trend and spent 53 percent of Facebook advertising budgets reaching men. As it turned out, ads targeting men performed better and thus warranted the increased investment. Men delivered better Exposure Rates and click through rates than women, increasing their value for marketers.”