GM’s Ads Return to Facebook image

GM decided to run its marketing messages again on Facebook, a year after it quit the world’s largest social networking service.

“We’ve had an ongoing dialogue with GM over the last twelve months and are pleased to have them back as an advertiser on Facebook,” Adam Isserlis, a spokesman for Menlo Park, California-based Facebook, said in an e-mailed statement.

GM announced yesterday, April 9th, that the test ads, which will run on Facebook’s website and mobile applications, will promote the Chevrolet Sonic subcompact car. This move is part of GM’s broader mobile-marketing effort. GM quit Facebook in May, raising concerns that other large advertisers might do the same. The social network looked for solution to win GM back, with CEO Sheryl Sandberg talking with the automaker’s CEO Dan Akerson about resuming ads.

“To Facebook’s credit, I think they also got better about understanding how to better target certain users and to get messages across in that way instead of being just a social network,” Thilo Koslowski, an auto industry analyst with Gartner Inc. based in San Jose, California, said in a telephone interview.

Facebook introduced its mobile-advertising service last year in March, in an attempt to reach the increasing numbers of customers using their wireless devices to access the service. Facebook has 1.1 billion members, and more than 60% of them use this devices when they are connected through their tablets or smartphones.