This is quite interesting if advertisers are really valuing these Facebook configuration at scale. The point of doing takeovers is that it gives site owners a new product that can’t really be commoditized at this juncture. Plus, it’s a nice story that you can sell and can command a nice premium:
Facebook defines a 100% reach block as:
“Reach blocks allow advertisers to reach all of a specified demographic on a given day. Once a user sees the Engagement ad 5 times (the frequency cap), they will not see that advertisement anymore, and your remaining impressions reach other users in the target.”
With a “reach block,” advertisers can buy all the banner and video inventory on the homepages of users that fall within the targeted demographic. Big reach blocks cost north of $300,000 per day. Facebook would only say these campaigns are “not uncommon,” which we interpret as meaning they are fairly common.
via Facebook Stealing More Share Of Brand Advertising — At Expense Of Yahoo, AOL, And Even Google.
But at the end, some of the same issues persist:
one major agency that handles large consumer-packaged-goods (CPG) spending is not currently steering much of its online budget to Facebook, citing a lack of quality inventory.
