A Facebook post featuring a TV ad for the new Ford Mustang has been shared more than 7,000 times by users of the social site in around 13 hours. It probably doesn’t hurt that the ad itself and the related post are presented on the Facebook logout page today.
People visiting the Facebook logout page today are greeted with an image of the sleek 2013 Mustang, in black. It’s a still of the video which can be played directly on the logout page. The large image is accompanied by the post, “Seen the latest Mustang spot? Watch now, then grab a Mustang badge.”
The same post is included on the Ford Mustang Facebook page and has generated almost 17,000 likes. Facebook last month announced the logout page ads, along with several other new ad products. Ford appears to be among the first brands to test the logout page placement.
Advertisers can target the logout ads by age, gender and current location, according to a Facebook spokesperson. “Something else to note is that 37 million people log out of Facebook every day, as many people use shared computers at home or in public places and need to log out when they complete their Facebook session,” she noted, implying the logout page ads have the potential to generate a lot of impressions.
In February, Ford announced plans to offer a “sneak peek” at the ad, entitled “Mustang Inner TV” on Google Hangout, YouTube, and its Facebook page.
Ford’s Hangout took place on February 24, but technical difficulties muffled the virtual event.
GroupM predicts that global ad spend will top $547 billion next year, up from $524 billion this year. While television will still capture the biggest share of that 12-figure pie (41%), digital's share will grow from 31% to 33%.
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