June 20th, 2012
Analyst: Opening Facebook to Kids Would Help Mobile Ad Revenue
By Sam Laird
Facebook is reportedly looking to open a membership option for kids younger than 13, and one analyst says doing so could help the social network in a place it’s drawn criticism since its dud of an IPO — mobile strategy.
Simon Mansell is CEO of the of the Facebook advertising agency TBG Digital, which works with a long line of high-profile clients including JetBlue, Heineken and Coca-Cola.
TBG recently analyzed more than 170 million Facebook ad impressions to see how ad cost-per-click (CPC) and click-through-rates (CTR) for Facebook’s youngest teenage users compare with those for the rest of the site’s population. CTR for users between the ages of 13 and 15 was not significantly lower than that for users above the age of 16.