Chevrolet has started advertising on Facebook again to test mobile ads for the Chevy Sonic just a year after the company decided to stop their partnership with Facebook.
"Chevrolet is testing a number of mobile advertising solutions, including Facebook, as part of its 'Find New Roads' campaign," Chris Perry, vice president of U.S. Chevrolet marketing, said in a press statement issued by GM. "It's an "industry-first mobile-only pilot campaign for the Chevrolet Sonic that utilizes newly available targeting and measurement capabilities of Facebook."
GM has been talking with the social networking site over the last year over potential advertising and promotional chances that could occur between the two. The company returning to Facebook is noteworthy because just last May GM claimed that its $10 million Facebook ad campaign was "ineffective on car purchases."
A May 2012 report from Ad Age claims GM wanted "bigger, more high-impact ads" on Facebook, but Facebook declined. GM respected Facebook's decision, but decided to pull its ads altogether.
Even if the return is on a pilot basis, Facebook has to consider it as a breakthrough since more mobile advertisers could be next according to Ezra Gottheil, an analyst with Technology Business Research.
"It's possible that GM is making a new play for younger people and Facebook would fit in with that move," Gottheil said according to Computer World. "Going public with this has to be good, assuming the tests are successful. You know that Facebook will be killing itself to make them successful."
Facebook estimated that 680 million mobile users use the social networking site worldwide. This represents an increase of 50 percent from 2012. The company's stock shares are also up 1.4 percent in premarket trading.
The ad premiered today on Facebook advertising the new Sonic model.
"Chevrolet is testing a number of mobile advertising solutions, including Facebook, as part of our Find New Roads campaign," said Chris Perry, vice president of marketing for Chevy.
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