Harnessing the Power of “Her” in Online Advertising
Facebook’s recent IPO raised a lot of questions about the social network’s monetization strategy, specifically around its ad engagement. Despite the arguments on either side, one thing appears to be clear: women are a key audience for Facebook ads.
In fact, a recent study from eMarketer reinforces the importance of using Facebook media to further augment programs aimed at women. The report supports the activity Triad has seen within its own social traffic-driving efforts, as well as the effectiveness of Facebook as one of several social tactics to reach these key audiences. Across almost all of Triad’s retailer clients, we are targeting one incarnation or another of “her.”
Here are some of the study’s key findings, which may help sway retailers and brands to reconsider Facebook advertising to women:
U.S. women click through Facebook ads 10–31% more than U.S. men
Cost per click is actually lower for women
Cost per thousand is higher for women
As reports have recently surfaced about Facebook CTRs being low across the board, it’s important for advertisers to understand that women click through at higher rates than men — indicating that they are more likely to notice Facebook ads and the brands they represent.
As primary budgetary decision-makers for their households, women and moms are prime target audiences for almost all of Triad Retail Media’s retailer and advertiser partners. Triad understands the power of “her” and how she engages with brands online.
According to Tom Boisvert, VP of Triad’s product innovation team, “When brands can combine retail media with targeted Facebook impressions, twitter parties, video and incentive programs like Watch N Save™ , that creates a holistic experience that is effective at driving traffic, engagement and sales.”
What do readers think? Is female-specific targeting working for you?
from → Social