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Facebook Advertising vs. Google Display Network #Infographic

How Much Is Facebook Really Worth?

With Facebook’s upcoming IPO – currently scheduled for this Friday, May 18 2012 — Wordstream have put together this Infographic based on Data from their own Advertising Perspective.

This is a specific comparison of the Display Advertising capabilities of Facebook against only the Display Advertising component of Google’s business, which makes up roughly 20% of Google’s total advertising business.

Criteria including advertising reach, ad performance, revenues and growth, ad formats, and targeting options

The Google Display Network allows advertisers to place contextual ads on a network of sites across the Internet (including Google properties like YouTube, Blogger and Gmail as well as over 2 million other participating sites), rather than in the search results.

Results of The Study Include 

#Facebook and Google both have huge potential reach, with Facebook boasting 845 million monthly active users and Google owning the world’s largest online display advertising network.
#The average click-through rate (CTR) of an ad on the Google Display Network is 0.4% – almost 10 times as high as the typical Facebook ad. Average CTR on Facebook is under 0.05%, about half the industry average for online banner ads. At the same time, costs per thousand impressions on Facebook are climbing.
#The Google Display Network offers twice as many ad formats as Facebook, including in-video ads, mobile-game ads, support for industry-standard image ads, and more.
#Facebook does not yet support mobile advertising and has more limited targeting options than Google.

The comparison suggests that Google currently offers advertisers more value in terms of both options and results for advertisers, and that Facebook has a lot of catching up to do to provide advertisers with the best possible advertising solutions.

“So far, Facebook’s advertising platform hasn’t kept pace with the explosive growth of its social network, and it remains to be seen if CEO Mark Zuckerberg even wants to focus on advertising as a source of revenue. In his 2,500+ word letter to shareholders this month, he mentioned advertising just once,” said Larry Kim – , Founder and CTO of WordStream.

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