For some people the debut of Facebook’s Flyers Pro has been somewhat lackluster, especially when it comes to the CTR. Another web consultant found similar results -actually, abysmal results- on MySpace. I left comments on both posts to hopefully generate a dialogue along the lines of:
- Can we contextually target the profile to place highly relevant ads? In other words, rather than matching to content, would it be better to match it to the user profile? Would that increase the disappointing CTR?
- Do we need to think outside the box as far as advertising on these sites? Would it be better to take advantage of widgets, etc., since the ads are placed outside the context of search?
- What are the overall implications from these preliminary numbers? Is monetizing social networking solely through advertising not a viable model?
For a great breakdown/educated guess as to what value Facebook saw in adding a CPM/CPC advertising module on profile pages, head over to the smart guy’s blog.
Steve Rubel recently weighed in his (very similar) thoughts concerning the rather unsuccessful venture in monetizing Web 2.0 through advertising.