Road Testing Friendster Ads

We were fortunate enough to be able to beta-test the new FAds program (Friendster Ads) andget some free credits to road test the system. Friendster Ads allow you to advertise your products and services to the entire Friendster population on a CPM pricing scheme. (We reported about it here last January.)

These ads are targetted to smaller advertisers witht he lower package at Php15 a pop, equivalent to 150 ad impressions. The highest package is Php1,000 is equivalent to 30,000 impressions spread in a span of 7 days.

I used the free Php1,000 credit (e-Pin) to try out the system for a test run.


The ad creation wizard was simple and very straightforward. Took about 3 steps to complete the ad posting. There’s a preview you can switch to so you’ll see how your ad will display once posted. You are allowed to change the colors of your text ads as well as the background and foreground but that’s basically it. You can take advantage of this feature by choosing a color-scheme that could make your ads more prominent.

Friendster Ads

You will then be sent 2 emails — one for the tracking code which you can use to track the status and the pageview statistics of your ad posting and another email to notify you if your ad has passed the editorial review.

The tracking page also features a message board where you can leave inquiries to support or maybe even request for a revision of your ad details/texts. All in all, the system works almost perfectly except for a couple of quirks:

1.) Ability to edit/revise your ad content right from the tracking panel (of course, it will need to be re-approved again before republishing.)

2.) Ability to target your viewers by demographics, i.e. age, sex, location, etc., though I’ve read somewhere that this is in the works.

3.) Or how about Pay-per-Click? As of the moment, Fads’ model is pay-per-impression with CPM rate of about $1.

I had some problems using it the first time because I didn’t know how to format the ads like adding links and such. You can’t insert anchor text so you’ll just have to paste the entire URL to be clickable. (I would have liked the entire ad to be clickable though.)

Your click-through rate will highly depend on how good the ad copy and it’s color scheme. The system doesn’t have any click-through reporting so you’ll have to do the traffic monitoring from your website’s end.

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  • what confuses me is how their statistic works since apparently its the name of the game (for them i think because they lost my stat and they sent me again an epin for P1000).. there is no total number of ad views (per day) but there is a breakdown of demographic viewers by percentage rate.. is it accurate, i dont know.. and also what made me think is that, i read in terence puas blog that some users are explicitly making alterations on their location to take advantage of some of friendster features that are available only to US residents.. therefore FADS will not be shown to them since their “location” in their profile is not from the phil eventhough their IP is from their lupang sinilangan..

  • yep that is true. My Friendster profile is on the US, California address (Cousin) so I don’t see the pinoy ads.

    Though I did received a free credits invitation to test the system out (which is weird since my Friendster address is in the US), maybe they are reading blogs that’s why I got an invite.

    One thing I noticed tho, I was able to use HTML when testing the service. Tho, embed, object and img are currently not available (maybe one day).

  • Thanks for the feedback so far.

    @bloggementarist: we will ad a better stats view that shows you how many ads have been served and how many are remaining.

    RE: when fads show up – I’m confirming this with engineering to see if it is using country profile targeting AND IP targeting to show fads.

    @ll: you can use html tags but we don’t allow img location right now. We will be allowing uploading of images however very soon.

    In general, what is missing to make fads popular in the Philippines?

  • Abe,

    Would CPC be the way to go? Something like prepaying for 100 click-throughs for an ad at say PHP2.00 per click?

    Maybe sell prepaid click throughs in same denominations as load?

    I’d like to get the community’s thoughts on this.


  • I guess all that we would like is something cheap and targeted. It’s best, for example, if the ad only pops up for those with something in the profile that matches the ad (UAAP tickets to La Salle games to those from DLSU, jobs to those who are unemployed, etc.)

    The prepaid idea is also nice. I’ve used Friendster Classifieds and hope FAds can deliver better.

  • Maybe put FAds in other locations as well so it will be more noticeable. Since it is still in beta, suggesting more exposure of the product is out (hence beta).

    I just thought about it, this will partly solved the Bulletin advertisement spams :p Since FAds is affordable to most, especially the mobile package 🙂

  • @LL: do you mean more exposure = more ad space in different parts of the same page?

    @shinrai: demographic targeting and keyword targeting are two areas we are looking into.

  • @ terence

    Yeah, I believe a CPC approach is better and more performance based rather than just mere eyeballs. Now, it’s hard to measure the success of an ad campaign.

    Somewhere around Php0.50 to Php1.00 per click as a starting rate would be nice. Once you get the geo-targetting, or demographics targetting in place, you can increase the cost per click since it’s already much more targetted.