Mobile ‘now represents 20% of Facebook ad spend’

Mobile now represents 20.3% of overall Facebook ad spend, with Apple dominating tablet spend and Android dominating smartphone spend, according to new research.


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The research comes from an analysis of more than two million Facebook ad clicks and conversions by global advertisers who use Kenshoo Social to manage their campaigns.
Other key findings include:
• Mobile ads on Facebook carry a 70 percent price premium over desktop ads (Facebook ad cost per click is $0.81 USD on desktop computers and $1.38 on mobile phones and tablet devices)
• When comparing the spend on ads delivered to tablets running Apple iOS with those using Google Android, iOS tablets had a 97 percent share of Facebook advertisers’ ad spend
• When comparing the spend on ads delivered to smartphones running Apple iOS to those with the Google Android, Android phones had a 71 percent share of Facebook advertisers’ ad spend
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The data was presented by Kenshoo CMO Aaron Goldman on 7th January at the 2013 Citi Global Internet, Media & Telecommunications Conference which is held alongside the Consumer Electronics Show (CES) in Las Vegas.
View an infographic representing the data below:
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View the full version here
“The world’s top brands have embraced Facebook mobile advertising and we expect the channel to become increasingly competitive as new devices, like those on display at the Consumer Electronics Show this week, deliver enhanced interactive experiences,” said Aaron Goldman, Kenshoo CMO. “Leveraging Kenshoo Social’s advanced workflow tools, marketers can cater to the specific mindsets of people using Facebook on desktop computers, tablets and phones by creating targeted campaigns. From there, Kenshoo Social can help effectively monitor brand performance and quickly optimize campaigns based on variances between different device types and operating systems.”
Visit www.KenshooSocial.com/FacebookMobileAdPerformance for the infographic detailing the complete findings.
Methodology:
This research reflects a representative sample of global advertisers using Kenshoo Social to manage Facebook advertising campaigns tracking impressions, clicks and conversions. The data set covers more than two million Facebook ad clicks and conversions delivered in November and December 2012 across a wide range of verticals including retail, financial services, software, games, entertainment and travel. Mobile metrics are inclusive of phones and tablets.
www.Kenshoo.com

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