An Example Of Facebook’s New Premium Logout Ads

June 4, 2012 · 15 comments

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An Example Of Facebook’s New Premium Logout Ads

facebook logoThe “Logout Experience” Ads
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At the Facebook Marketing Conference (fMC – Feb 29th 2012), Facebook announced a number of changes to it’s available business solutions. Among the new Premium advertising features was mention of a “Logout Experience” advertisement space.

While at the time, there were no examples, here is a great screenshot I captured this morning.

Facebook Logout Advertisement

Business advertisers may purchase the “log-out ads” as part of a bundle with their “home page ads” both of which are exterior to the logged-in user experience.

These ads alone are estimated to reach 37 million people per day and are some of most prime real estate on the web at this time (with few other distractions on the page).

Adage estimates that the combined home/logout ad package runs a brand about $700,000 – 770,000 per day.

Even Microsoft has been drawn to these ads and recently had their search engine, Bing, featured on Facebook’s logout.

While banner advertising may be a model that has conversion issues at times… I got a feeling that ads this big are getting seen! I know I didn’t miss this one!

The real test of Facebook’s ad platform will be if it manages to find a way to generate effective mobile ads without driving off the readers. As no one has yet accomplished this well in the social space, it remains to be seen.

Do you think these ads are effective for the companies purchasing them?

~ Kim ~
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PS: This was one of several new changes to the premium advertising model on Facebook. It’s obvious that Facebook has geared itself to let brands know that the optimum ROI will come from utilizing the free platform blended with paid promotions.  

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{ 15 comments… read them below or add one }

Menno Bos June 4, 2012 at 3:59 pm

I don’t think this’ll be very effective. When I log out I close the tab almost before the page even loads. Maybe other people will think differently about this, but it won’t work for me.


Amanda June 5, 2012 at 1:12 am

Well, I guess that ads can be really effective, of course, if to use them carefully and attentively


Mika Castro June 5, 2012 at 11:39 pm

This didn’t work out well for me but it is effective. I will see to it that this ads will be more active so i can practice.


Kostas June 6, 2012 at 12:56 am

I wasn’t aware of that Kim, and have never noticed it on facebook, probably it works only in US right now, anyway thanks for sharing…


Jack Sander June 6, 2012 at 12:26 pm

I’ve read more than once the problems they face due to mobile phones. This is a real threat for all of us, as more people browse the internet using their phones, while the ads seem somehow intrusive.


Kim Castleberry July 7, 2012 at 2:27 am

I agree Jack and I’ve been giving a lot of thought to that. After looking at how many non-business-types use mobile smartphones (which includes playing a lot of mobile games), I’ve concluded that maybe it’s just taking a bit for the average user to develop “enough” banner blindness that they become acceptable. Many free games in the iphone and android market are loaded with flashy annoying ads and some have popups too… yet people still play them. After six months of playing these types of things, I would speculate that some inline or on-site ads on the mobile will probably be more tolerable (but also less clicked). That’s all speculation however.


Matt Jeppsen June 9, 2012 at 4:51 pm

Once again, you have done it for me! Another day, another thing learned from your posts! Thank you so much Kim!


saad naeem June 10, 2012 at 5:12 pm

700k per day? are you serious?

not working in dubai yet , only for US traffic i guess

i think Facebook is trying to monetize their site to the max and trying to cover from the stocks , but this is crazy $700k a day!
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Beverly Knox June 10, 2012 at 5:18 pm

Kim the whole idea of log out advertising is new for me. Now that this topic has been introduce to me, I will have some type of reference point of knowledge about this subject. Thanks


Julia Spenser June 12, 2012 at 11:34 am

The number of readers that these ads can get in a day is really very impressive! And that’s the reason why I consider them quite useful


Melissa June 12, 2012 at 11:37 am

As always I found much interesting and quite new information for me in this post. Thanks a lot for providing us with always fresh and helpful articles


Hans Schoff June 13, 2012 at 2:51 am

Hey Kim, facebook probably should have launched this before they went public, lol. A very visable ad, but most people I would imagine quickly shut off or close their browsers once they log out of facebook, I’d imagine so you may get a few people but only a few, in my opinion. Personally, I never log out of facebook, it’s always open in a tab somewhere on my computer in one of my browsers so I guess I’ll never see that ad. Surely most people just stay logged into facebook, no?
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Raymond Villarojo June 18, 2012 at 2:02 am

As I’ve heard, facebook ads isn’t fetching any results. But with this, I really have no idea that ads are earning as much as that. Unbelievably awesome ads by facebook.


Nile June 27, 2012 at 1:21 am

Well, that is certainly a way to drive in some money…lol. Hmm.. perhaps Twitter might like to hop on that premium log out ad option too? lol


Kim Castleberry June 27, 2012 at 1:26 am

Twitter is currently getting yelled at by a number of users for SELLING the right to not only brand but content-control the first page that shows up when you click on a linked hashtag. On any of them that are purchased, you now have to make a second click to see the truth hashtag search. Many users are #NotHappy since this becomes a “sanctity of search” issue.


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