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Brands find a lucrative platform to lure users via Facebook logout page

30-September-2013
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Brands find a lucrative platform to lure users via Facebook logout page

Facebook has been trying to roll out optimised advertising units over the last one year, which maximise the monetisation potential of its large user base, while not being too intrusive. Facebook leads the social networking space and competes with players such as Google, while increasingly taking ad revenues away from aging giants such as Yahoo and AOL.

From suggested post/ pages to adoption of hashtags and stamp ads, the social networking giant has unveiled several ad units in order to provide value to advertisers. Amongst these ad units, the logout page is considered to be the most expensive ad space in the social media space. According to experts, the average cost of placing an ad on the logout page of Facebook is around Rs 16 lakh-Rs 25 lakh per day.

Hindustan Unilever and Bharti Airtel have been the early takers of this ad space; today the range of brands that are willing to invest big monies in this space has widened. exchange4media speaks to some digital experts to understand the potential of this expensive social media advertising space.

Large scale impressions

According to Sanjay Mehta, Joint Chief Executive Officer, Social Wavelength, any brand with a mass appeal for digitally savvy audience in India can and have been using this. This could be a bank, FMCG, e-commerce, telecom or even a media brand.

Commenting on the potential of this ad space, Harshil Karia, Online Strategist and Co-founder, FoxyMoron said, “The benefits include increased brand visibility, and these ads often reach out to a large number of people. The Facebook logout ad has a unique reach of close to 4-5 million users and a minimum of 19 million impressions.”

“If a brand wants to use this route to drive traffic, say to their own website, this ad space is a perfect opportunity,” added Mehta. 

Creative format

Brands have been using this space interestingly. Since it is a large format ad space, a lot of communication can be displayed smartly across the screen. Currently, e-commerce portals such as Jabong, Snapdeal, and Myntra are betting high by using this ad space.

Interestingly, Visa, too, is appearing in the logout space in recent times to push its latest television campaign. Nestle ran an interesting campaign around breastfeeding using this platform. It can be observed that a few GECs have also used this space in the recent times.

“Most brands are doing well as they use the space to showcase a large piece of content and creative. Several of them show a video as well as this is the perfect opportunity to lure a user to watch a video,” said Mehta.

Experiments look positive

In the last one year, this ad space has been used in an interesting manner by several India brands. Though it is too early to analyse the RoI for each of these brands, but the mere presence has led to various brand conversations.

The right thing that brands are doing is making their ads more offer-centric, Karia noted. He further said, “Facebook users may not be interested in availing of offers while logged in and busy networking. After logging out is when they have more free time and find the time to avail of these offers.”

“Most brands seem to be getting it right here. Whether it gives RoI to an advertiser or not depends on the objectives that one sets out to achieve. Over-expectation may almost never work,” concluded Mehta. 

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.