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Saturday, June 16, 2012
After taking a beating during its initial public offering over questions about whether its ad-focused business model is solid enough for the company to succeed on a $100 billion scale, Facebook is in a hurry to offer up new data to prove that its ads do, in fact, work.
The research, conducted by comScore, is meant to show advertisers that the social media platform can have a direct influence on product sales.
“It’s a myth that Facebook is trying to figure out R.O.I.,” said Brad Smallwood, the head of measurement and insights at Facebook, using an acronym for “return on investment” or proof that money spent on advertising actually works. “Facebook is a demand-generation platform,” Mr. Smallwood said. “This is demonstrating that as you run messages on Facebook that it impacts people’s behavior when they are in store.”
Two of the companies highlighted in the research are Target and Starbucks. According to the data, four weeks after seeing a Starbucks ad on Facebook, people who were fans of the brand, and those who were friends of those fans, increased the frequency of their purchases by 38 percent, while Target fans and their friends increased their purchases by 21 percent.
ComScore will present the research findings on Tuesday at the Advertising Research Foundation.
Facebook’s I.P.O.: A Disappointing Debut
On May 17, as investors scrambled to buy shares, Facebook raised $16 billion in its initial public offering, at $38 a share, that valued the company at $104 billion. It was the third-largest public offering in the history of the United States, behind General Motors and Visa.
The next day, Mark Zuckerberg, Facebook’s founder and chief executive, rang the opening bell for the Nasdaq from the company’s headquarters in Menlo Park, Calif., surrounded by executives, engineers and other employees. Trading was delayed because of technical glitches at Nasdaq, and shares of Facebook, under the ticker FB, started selling to the public around 11:30 a.m., at $42.05.
But shares fell soon afterward, closing at $38.23, just 0.6 percent above the I.P.O. price. And in the days afterward, they kept tumbling, closing on the third day at $31, more than 18 percent below its offering price.
After a rocky three days, the company’s shares went up 4 percent, at $32.25. That was an improvement, but still down 15 percent from the initial I.P.O. price of $38.
Of course, the final story for Facebook’s stock has yet to be written. Amazon.com quickly tumbled after making its public market debut in May 1997, trading well below its offer price of $18 a share for several months. A year after the I.P.O., Amazon had roughly quadrupled, and on May 21 the shares closed at $218.11.