Facebook’s new log-out ads are big, splashy and the closest thing to a traditional banner ad the social network has ever produced. They’re also pricey.

Facebook’s initial asking price for a marketer looking to buy all log-out page inventory in the U.S. for a given day was north of $700,000, according to a source briefed on the product before it was officially unveiled last month. That puts the unit in the same league as the web’s most expensive display properties.

Log-out ads aren’t available as a stand-alone purchase but are bundled with premium home-page ads that users see on their news feeds. The one-day ask to own the log-out page in the U.S. was $550,000 for home-page ads, plus $160,000 for the log-out inventory.

The new ads represent a marked departure from Facebook’s classic advertising approach, centered on small display units that can be targeted based on demographic data and a user’s interests and likes. Facebook doesn’t even call them ads but “stories.”

While Facebook has tried to condition advertisers to take a more social approach, the log-out is a shotgun for those looking for the most reach and frequency as quickly as possible. They can be targeted by age and gender, according to Facebook.

We know Social Media at Larry John Wright. Call us. Let’s talk!

SHARE ARTICLE SHARE