Global digital marketing companies Resolution Media and Kenshoo Social published a new report today called "Social Media Insights: Men are Cheap" which claims gender differences in Facebook advertising campaigns and offers actionable guidance to advertisers.
This is the third report in a series for marketers running ad campaigns on Facebook.
"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 capitalized on this trend and spent 53 percent of Facebook advertising budgets reaching men," said Alan Osetek, president of Resolution Media. "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."
Key findings:
- Men are exposed to and click on more Facebook ads
- On average, ads targeting men cost less through the cost-per-thousand impressions ($0.16 male / $0.20 female) and cost-per-click ($0.51 male / $0.68 female) pricing models
- Ads targeting men achieved superior Exposure Rates, reaching a larger percentage of their unique audiences
"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," says Sivan Metzger, general manager of Kenshoo Social. "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."
