After a year working on facebook fan pages alongside the Professional Footballers’ Association, Sports New Media have developed market leading advertising techniques for clients who wish to get the most out of the social media platform.
Head of Agency Sales Tom Webster, who joined the company in January, is continuing to spearhead the drive for new clients and is confident the company have much to offer against ‘traditional’ advertisement methods on facebook.
“Sports New Media have a unique offering with wall post advertising and no other company can provide this service. Our aggressive pricing makes us ultra-competitive,” notes Webster.
The change in pricing structure is a notable move by Sports New Media considering the results produced against an ASU (the advert down the right hand side of the facebook page).
Huge volumes of advertising space can be purchased relatively cheaply through facebook, but performance can be as poor as 0.02% click through rate. A targeted ASU home page advert will cost in the region of £3/£4 CPM (cost per thousand), with improved results of around 0.2% CTR.
Due to their own increased volume, Sports New Media have dropped their pricing from £8 CPM to £3/£4 CPM to compete alongside this traditional method. Driving an average of 1.02% click through shows an instant improved return for a potential client (500% increase).
“Whilst our product is different from the traditional facebook advertising method, we are always going to be compared with it due to the platform we work on,” continues Webster.
We have implemented an aggressive pricing structure to make us more competitive and let our results do the work. As a direct comparison, we’re producing considerably better results and expect this to both win new business and drive repeat purchase.”
Yahoo and Paramount are two companies who recently took advantage of the direct wall post advertising, with football highlights and movie trailers respectively proving a big hit with the base of close to 12 million fans.
The heatmap image (top of this story) gives a clear indication as to why our product is so successful in comparison to an ASU.
We drive a level of performance and return on investment for the client which is exceptionally hard for any other company to match,” says Webster is his penultimate statement.
“This puts the company in a real position of strength, meaning we are able to actively target future client partnerships.”
