Facebook Ads: Annoying or of Value?

I just logged onto my personal Facebook page. I saw the following ads.

• Netflix – makes sense because I list movies as an activity
• Website inviting me to connect with other people from my high school graduating class
• American English concert – understandable because I “like” the Beatles

I didn’t click on any of them, but I did not mind them either. I am frankly a little puzzled about some of the vitriolic comments about Facebook ads. Basically, advertisers can direct ads to people on Facebook based upon the content the users themselves post: profiles, wall posts, status updates, etc. The advertiser does not know the identities of specific individuals who are exposed to the ads. Yet one person described Facebook’s approach in the Chicago Tribune as “a stealth digital surveillance apparatus.” Really? Maybe the Defense Department, CIA or Jack Bauer’s CTU should talk with Facebook.

This person then is quoted as saying: “Facebook users should be cautious about whether the social network giant ultimately has their best interests at heart.”

Get real. In February, more than one-third of all online ads were placed on Facebook. There is a simple reason for that. Facebook has more than 600 million users. Advertisers go where the people are. Advertisers can also target Facebook messages based upon profiles, wall posts, status updates, etc. The key is: advertisers are leveraging information the people themselves are putting out there. There is no prying. There is no stealth.

There is another reason more brands are advertising on Facebook. It works. One of the great things about Facebook advertising, and most online advertising for that matter, is that you can track results. You can track clickthroughs, and often tie them back to actual purchases. We have done some Facebook advertising. Some of it has worked, some of it has not. But we know.

I actually do not mind getting ads on Facebook. Most of the ads I am served are relevant to my interests and activities. I will occasionally click on them, especially if it a deal to a restaurant or retail outlook I like. Those I am not interested in I ignore. But to those of you out there who are offended when you go onto your Facebook page and see advertising, I offer these alternatives.

1. Stop using Facebook. Sure, you will deprive yourself of the many benefits, but at least you won’t be exposed to those “annoying” ads. Of course, if you don’t like to see any ads online, stop going online altogether.
2. You could limit what you post on Facebook. But that probably will not substantially reduce the number of ads you see. It just means advertisers will have less information about you, and the ads you receive will be less relevant to you.
3. Best advice. If you don’t like the ads, ignore them. Maybe operate on the assumption that if everybody ignores the ads, brands will stop advertising. But don’t bet on it.

What are your thoughts? Do you find Facebook ads annoying? Do you respond to ads on Facebook? When and why?