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Harnessing the Power of “Her” in Online Advertising

2012 June 18
Heath Fogelman

Heath Fogelman, Associate Director, Social & Mobile, Triad Retail Media

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?

2 Responses Post a comment
  1. June 18, 2012

    Very interesting post! Thx for sharing, Heath.

    I would also like to invite you yo have a look at my blog on shopper marketing:

    http://shoppernewsblog.com/

    Looking forward to reading more from you!

    Best,

    Johannes

  2. Heath Fogelman permalink
    June 18, 2012

    Hi Johannes,

    I’m happy to hear you enjoyed the post and I appreciate you sharing your blog. I’m always looking for other great blogs/resources to share with my team.

    Best,
    Heath

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