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Facebook on Branding and Billions
As Facebook announces it's billionth user, it advises on the importance of weighting audience and brand impressions over clicks when considering ad effectiveness.
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Recently, Mark Zuckerberg announced and commented on Facebook reaching one billion users. Much more interesting than Mr. Zuckerberg's brief note is the fact sheet that accompanies his commentary. You can download the fact sheet here to see characterisics of Facebook's billion users and see how those characteristics have progressed since 1997.
Forget the Clicks? Speaking of progressing, Facebook has announced that they'll be releasing data that illustrates the value of measuring ad effectiveness beyond just click rates. Instead of focusing solely on click rate as a the metric for success, Facebook data will examine the value of brand impression and audience relevancy. See Facebook's plan for brand advertising.
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