Facebook Introduces Ads That Appear When You Log OutAds will start popping up on mobile News Feeds and as you log out of the site, Facebook announced Wednesday.
Although mobile ads had been reported by Bloomberg in December, the idea of a log-out ad, which will go live in April, is new. Mike Hoefflinger, director of customer marketing at Facebook, announced the ads will reach the 37 million people who log out of Facebook every day.
Log-out ads, or “stories” as Facebook prefers they be called, are one of four new “Premium” products for advertisers that were announced at the Facebook Marketing Conference in New York. The other placements include right-hand ads on the homepage and ads within the News Feed on desktops. Both of those ads had been in circulation since at least early January.
The idea behind Premium is a paradigm shift from advertising to stories. Underscoring the change, Premium ads will all originate from brand Pages and often won’t look like traditional ads, but will be based on status updates, questions and videos. Hoefflinger says that such ads, piloted by Dr. Pepper,
Butterfinger and EA, deliver $3 of sales for every $1 spent by advertisers and deliver five to 10 times the click-through rate of other ads on Facebook. (Such CTRs are low by industry standards.)
The better metrics are proof, the company contends, that consumers and advertisers are evolving their symbiotic relationship beyond advertising and into storytelling. “[Fans] will engage more with you, are going to like you more and create little stories on top of your stories.”
The announcement comes after Facebook also launched its long-awaited Timeline Brand Pages earlier Wednesday.