Advertisers desirous of taking of advantage of Facebook’s newest placement opportunity, the logout page, might need to prepare for a little sticker shock. The digital billboard space is rumored to require a minimum daily ad spend of $710,000.
Logout page placement alone costs $160,000 per day in the U.S., but the option is only available to advertisers who spend $550,000 per day or more on News Feed ads, an anonymous source told AdAge.
Facebook logout page ads were first introduced at Facebook’s marketing conference in late February. The social network demoed the placements to marketers as a new, optional fourth placement and touted them as a way for advertisers to put giant, interactive ads in front of the 37 million U.S. users who log out of Facebook each day.
Bing, Ford, and Titanic ads have made appearances on Facebook’s logout page since the new placement was announced.
“This is a fairly traditional play in the ad world,” Mindjet head of marketing Jascha Kaykas-Wolff told VentureBeat at the time. “It’s a natural progression for them… it’s clearly a huge amount of inventory, and I don’t think people are going to turn [the ads] down, but it’s not a silver bullet by any stretch of the imagination.”
The ads, Kaykas-Wolff said, are nothing new in the world of advertising and will flop with Facebook members. Still, Kaykas-Wolff thinks buyers will snatch them up anyway.
“This is another indication that Facebook is a larger network and that it does have different types of inventory that, as a buyer, you can think about in concert with buying on CBSi, Yahoo, or MSN,” he said.
The exorbitant price point, however, will narrow the pool of potential buyers to just big brands with large advertising budgets, especially considering that the $700,000 commitment is in the same ballpark as the cost for single-day homepage ads on Yahoo or YouTube.
When reached for comment, a Facebook spokesperson said the social network doesn’t discuss the terms of its advertiser agreements.