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More women than men use Facebook, so marketers should target them, right? No, according to new research, men cost less to reach with ads on the social media site and respond better.
That surprising conclusion comes from an analysis of 65 billion Facebook ad impressions and 20 million ad clicks in a 12-month study called “Men Are Cheap” by Omnicom digital company Resolution Media using Kenshoo Social’s digital marketing technology. While 58 percent of Facebook’s advertiser audience is female, the study found that overall male users see and click through more ads.
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