How Much Facebook Ad Exposure Is Too Much?

August 14, 2008

Alright, I got the point! I love Facebook, and am sure it eventually will develop a thriving advertising model. I’m actually routing for it. However, that ubiquitous Visa promo with all my friends avatars’ inside is getting old and little annoying. Speaking of my friends, Nigel Hollis, brand guru at Millward Brown,  is the latest identify inserted into the Visa-Facebook ad rotation. What do you think?

Facebook Visa Ad.png

  • http://www.mb-blog.com Nigel Hollis

    The funny thing is that I did not intend to add the app just check it out for the latest Point of View on social networks. Still the $100 free advertising will come in handy later this year.
    I really am not sure about the efficacy of display ads on FB, only recently have I started to get ads that are in any way relevant to me. You can find the POV here and let me know what I got wrong!
    http://www.mb-blog.com/Images/POVAugust2008Soci…

  • http://www.drinktechnology.com SmokeWallin

    Max, I have been noticing this Visa add with my “friends” on Facebook a lot lately. It is totally annoying. I did not mind the first several, but now I’m getting the same couple of people all the time. Did they use their $100 advert credit on me? I guess I’m their target… GONG…. I am not so sure. I also clicked on it to see what it is about and decided (prior to seeing your post) that I just did not want my face in their ad (without a much better modeling contract!).
    Good post!

  • http://www.attentionmax.com maxkalehoff

    Wow, Nigel! You're the first person to respond to me with an entire report! After reading through it, here's the best gem you offer: “The fault may not be with the targeting, however; the advertising may be very relevant to those who see it. Rather, the problem might be that the ads are served up to people at an inappropriate time in an inappropriate place. For example, even though my profile suggests that I am interested in kayaking, that does not mean I want to stop and check out a new boat while I’m in the middle of looking at photos of my buddy’s latest paddling trip. In this respect, advertisers may be reaching the right person with the right message, but is it the right time?”

    One thing you should explore further is the resonance of advertising in highly intimate environments. Rich, emotional and disruptive display (or rich media) simply seems totally obtrusive (and usually irrelevant) in highly intimate venues. That's probably why Gmail can actually get away with advertising in the intimate environment of private email — by sticking with text ads. Facebook, while huge, is still a somewhat closed and intimate environment. Conversely, blogs, which are open, non-intimate venues (from a reader perspective), seem to accept display advertising much better. (Although I tend to dislike any advertising that distracts me from the core content, or simply interrupts.)

  • http://www.attentionmax.com maxkalehoff

    There's novelty, and probably a lot of near-term impact. But what happens after the novelty wears off? Does it cheapen your persona?

  • http://www.drinktechnology.com SmokeWallin

    Max, I have been noticing this Visa add with my “friends” on Facebook a lot lately. It is totally annoying. I did not mind the first several, but now I’m getting the same couple of people all the time. Did they use their $100 advert credit on me? I guess I’m their target… GONG…. I am not so sure. I also clicked on it to see what it is about and decided (prior to seeing your post) that I just did not want my face in their ad (without a much better modeling contract!).
    Good post!

  • http://www.attentionmax.com maxkalehoff

    Wow, Nigel! You're the first person to respond to me with an entire report! After reading through it, here's the best gem you offer: “The fault may not be with the targeting, however; the advertising may be very relevant to those who see it. Rather, the problem might be that the ads are served up to people at an inappropriate time in an inappropriate place. For example, even though my profile suggests that I am interested in kayaking, that does not mean I want to stop and check out a new boat while I’m in the middle of looking at photos of my buddy’s latest paddling trip. In this respect, advertisers may be reaching the right person with the right message, but is it the right time?”

    One thing you should explore further is the resonance of advertising in highly intimate environments. Rich, emotional and disruptive display (or rich media) simply seems totally obtrusive (and usually irrelevant) in highly intimate venues. That's probably why Gmail can actually get away with advertising in the intimate environment of private email — by sticking with text ads. Facebook, while huge, is still a somewhat closed and intimate environment. Conversely, blogs, which are open, non-intimate venues (from a reader perspective), seem to accept display advertising much better. (Although I tend to dislike any advertising that distracts me from the core content, or simply interrupts.)

  • http://www.attentionmax.com maxkalehoff

    There's novelty, and probably a lot of near-term impact. But what happens after the novelty wears off? Does it cheapen your persona?