General Motors famously pulled ad dollars from Facebook earlier this year, but the other two big Detroit automakers have stuck with the social site. Today, Chrysler is running an ad for its Town & Country minivan on Facebook's logout page, the largest paid ad unit on the site. The car company last week launched a campaign for the vehicle, one that includes a video-centric website touting the van's suitability for real family use.
Ford ran a logout page ad for its 2013 Mustang in March. Like most other logout page ads, Ford's featured video. Chrysler's does not. It also does not link to a Facebook page. Rather, it leads people to the newly-launched TestOfOwnership.com, which includes videos that purport to prove that the Town & Country was designed for "real" people.
"T&C owners are the most loyal minivan owners on the road. See why at the Test Of Ownership," states the Facebook status update included in the ad. In a span of about two hours the update generated around 200 new likes this morning, possibly as a result of the ad buy. The update was posted on Monday.
Chrysler appears to be streamlining its approach to Facebook. In July, the firm told friends of its Town & Country page that it "is being combined with the Chrysler fan page in an effort to keep you up to date with the Chrysler brand news and events. If you like viewing our updates in your news feed, be sure to like us here: www.facebook.com/Chrysler." Since then, the brand has not posted to the page.
Facebook won't reveal the cost of its logout page ads, but in the past the company has told ClickZ that 37 million people log out of Facebook each day, many from public computers.
Brands including Procter & Gamble's Swiffer, Subway, Samsung, and Progressive have also placed Facebook logout page ads.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
March 19, 2014