October 29, 2009, 12:00 AM

Display ads on Facebook show positive ROI for Threadless.com

The online retailer of customized T-shirts, art prints and other items realized a 0.07% clickthrough rate on display ads placed on the Facebook social networking site, the retailer says.

Paul Demery

Managing Editor, B2B E-commerce

 

Threadless.com, an online retailer of customized T-shirts, art prints and other items, realized a 0.07% clickthrough rate on display ads placed on the Facebook social networking site, the retailer says.

Threadless ran its ads on Facebook from June 1 through June 10 to promote its Summer Heatwave sale of T-shirts priced as low as $5 and imprinted with designs produced by independent artists.

Working with ad agency Performics, a unit of marketing firm Publicis Groupe, Threadless targeted consumers 18 and older with a series of cost-per-click social media display ads. Throughout the 10-day campaign, it optimized ad placement based on the ad images that attracted the most views.

The campaign produced a three-to-one return on ad spend and drove a number of new buyers to Threadless, according to Craig Greenfield, vice president, search and performance media, Performics.

While producing an average clickthrough rate of 0.07%, the campaign averaged a cost-per-click of 28 cents, Greenfield notes.

Threadless is operated by Chicago-based skinnyCorp LLC.

 

 

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