Facebook and GM repair ad relationship after public split

Facebook and GM repair ad relationship after public split

General Motors (GM), which last year stopped running paid advertising on Facebook, has announced that it has started working with the social network site again.

B&T Magazine
Posted by B&T Magazine

The reunion came following discussions between executives of the two multi-billion dollar companies, with GM revealing yesterday that it had begun a test program of paid ads on Facebook, involving Chevrolet model Sonic.

In May last year, GM's then chief marketing officer, Joel Ewanick, the man charged with running GM's $4.5bn global advertising budget, famously decided to stop paid for advertising on Facebook.

Ewanick was heavily criticised by GM executives and industry watchers at the time for deciding to pull paid for advertising, worth around $10m, from Facebook.

He later resigned from the automotive giant as he “didn’t meet the company’s expectations as an employee," the company said.

“Chevrolet is testing a number of mobile advertising solutions, including Facebook,” Chris Perry, vice president for US marketing of the Chevrolet division of GM, said in a statement.

The test involves a mobile-only pilot campaign for Sonic that uses newly available targeting and measurement capabilities on Facebook.