Facebook's initial asking price for a marketer looking to buy all logout page inventory in the U.S. for a given day is reportedly about $710,000, putting the unit in the same league as the most expensive online display properties. Log-out ads are bundled with premium homepage ads that users see on their News Feeds. To own the logout page in the U.S., you have to fork over $550,000 for homepage ads, plus $160,000 specifically for the logout inventory, according to a source cited by AdAge.
Microsoft is Facebook's first customer for the company's new logout ads. When you logout of Facebook, you could soon be greeted with an interactive Bing ad: you'll see Bing's trademark wallpaper photo as well as an active search box, which opens a Bing search results page in a separate tab when you search for something. TechCrunch reader Raj Singh already has it on his Facebook logout page.
Last month, Facebook introduced new advertising options for its customers. The first is Offers, a way to share special discounts and promotions. The second consists of two new placements for premium advertising and Sponsored Stories: both can now appear on the Facebook logout Page and the mobile News Feed. Mobile news feed ads were available immediately, and logout page ads were supposed to go live in April. Earlier this month though, Microsoft became Facebook's first customer for the new logout ads when it advertised Bing with an interactive search box. At the time, it wasn't clear how much the software giant was paying, but now we've got a rumor that gives us a ballpark.
When the logout ads were announced, here's what I wrote:
Logout ads seem bizarre to me because I'm always logged into the social network. Still, Facebook says 37 million U.S. users logout of the service each day and 105 million do so per month (out of 161 million monthly active U.S. Facebook users as of December 2011). Plus, and there's no other engaging content on the logout page to distract them from the ads.
Microsoft clearly agrees with Facebook more than I do, and other companies have followed suit. Ford has paid for video-enabled logout ads featuring its latest Mustang model and the upcoming 3D re-release of Titanic has also made an appearance. Both were built out of content posted to the company's Facebook Pages and also showed how many times the videos had been Liked, commented on, and Shared.
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