* 40% of targeted viewers didn't match "high-earner, college educated", the system is crap!
or
* 60% of targeted viewers did match "high-earner, college educated", that's amazing!
I dunno... do you have a better way of reaching those targeted viewers? Do you have a better way of measuring results than abstract page views? Depending on the context, 60% could be very worth it.
In that case, non-targeted advertising gives you a <1% chance of reaching your audience per impression. FB is much better.
I'd be curious to see how blogs do at targeting certain demographics. Presumably if you had a blog aimed at high-earning college educated people you could get a pretty high ratio of (target demographic/all viewers).
But I assume advertisers generally trust metrics more than intuition so you need something like Facebook or Google's ad network to identify someone as belonging to a certain demographic before the advertiser will believe it.
Correct. The problem of course is scale. How much money such blog can accept from advertisers before it will get absurdly expensive to buy ads from such blog?
FB gives you targeting and scale, and you need both to run meaningful advertising campaign.
FB advertisers are paying for results and they will pay, or not, for those results, not really the targetting.
If ABC corp knows for sure their target is top 50% Households, and FB can only roughly provide that, then the value will work itself out in the numbers.
If FB can provide that target more precisely, those ads will convert better becoming even more valuable.