Facebook Advertising By Gender, September 2012 [CHART]

Chart - Facebook Advertising By Gender

53% of Facebook ad dollars are spent targeting men, compared to 47% targeting women, according to new research from Kenshoo Social and Resolution Media. This budgetary preference comes despite the Facebook audience skewing female (58%), and leads to a higher ad impression volume among men than women (58% vs. 42%), as well as a higher click volume for men (60% vs. 40%). Of note, though, an April 2012 report from Social Fresh found that Facebook advertisers were far likely to target by age and country than by gender, with just one-third of advertisers surveyed saying they target gender. It isn’t clear from the Kenshoo Social study whether or not the dataset examined is limited to Facebook ads that targeted a specific gender – an update will be provided shortly with Kenshoo’s response to this question. [Update: Kenshoo confirms that the data is limited to clients who used gender targeting in their campaigns.Read the rest at MarketingCharts.