Saatchi & Saatchi New York Chief Strategy Officer Claudine Talks Facebook, Social Media Marketing and Publicis Groupe’s focus on Digital
21 JUL 2011
07/20/11 – New York, NY - Claudine Cheever, EVP and Chief Strategy Officer at Saatchi & Saatchi North America, discusses Facebook’s advertising prices on Bloomberg Television's "In the Loop with Betty Liu."
Following her June 13th appearance on Bloomberg TV, Claudine Cheever returned to the National TV network to shed light on the continued increase in advertising prices on Facebook. On June 19th, The Financial Times reported that Facebook advertising prices have soared 74% in the past twelve months. Advertisers aren’t putting up a fight, and Cheever is not surprised. The high volume of users, 750 million worldwide, coupled with a deep level of engagement is attractive for business. “The Facebook ad is not like a click-through on Google,” said Cheever. “But rather an assumption that one’s friends are involved. Marketers are capitalizing on that digital word of mouth.”
She goes on to insist that the growth of online advertising doesn’t diminish the importance of traditional television, saying “There’s nothing like a great television ad when I’m in that lean back mode to give me a wonderful, emotional experience.”
The interview also touches on Publicis Groupe’s recent acquirement of Social Media Agency Big Fuel. Cheever thinks the move makes sense, noting that the agency is great for content creation in the social space. The interview closes on the impact Google+ will have on the social media landscape, why Facebook Advertising has been able to raise prices so quickly; and if the increased presence of advertising will ultimately hurt the network. This fear, according to Cheever, should be disregarded.
“Facebook is developing new ad products all the time… when users talk about a brand, have that become an ad unit so it doesn’t feel like an ad from a company but it feels like a conversation within your network. The better they get at that the less intrusive it will seem and the more it’s going to seem like this engagement of having a social network”
Notes to editors
About Saatchi & Saatchi
Part of the Publicis Groupe, the 3rd largest communications holding company,
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‘inspirational consumers’.
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