General Motors is back as a Facebook advertiser after an 11-month departure. GM, the No. 2 biggest advertiser in the U.S, announced last year that it will discontinue its use of the social network's ad products three days before its initial public stock offering. GM accounted for majority of Facebook’s revenue.
Chevrolet’s U.S. marketing chief Chris Perry said that Chevrolet is examining several mobile-advertising solutions, such as Facebook, as part of its 'Find New Roads' campaign." Chevrolet has launched a 'mobile-only' pilot campaign for the Chevrolet Sonic that’s the first in the industry. It makes use of the recently offered targeting and measurement capabilities on Facebook.
The automaker didn’t talk about the reasons for its decision to go back to Facebook. It also didn’t say how much it intends to spend. Advertising Age, an affiliate of Automotive News, reported that GM spent about $10 million on Facebook ads in 2011, a small fraction of the $3.1 billion it spent domestically that year.
In a statement, Facebook said that it has been meeting up with GM representatives the last 12 months and that it is looking forward to closely working with GM in the following weeks and months.