Facebook is proving a strong platform for app monetization, delivering 50% more purchasing users than other sources, according to new research.
The study, from Facebook API partner Fiksu looked at 294 discrete iOS and Android apps across 40 categories monitored from Q2 2013 through Q1 2014.
Media channels monitored included non-incentivised banner, video, and Facebook mobile app ads. The report quantifies several key merics including; CPC, conversion rate, CPI, Purchasing Rate and Cost per Purchaser.
The report focuses on the ROI of Facebook’s mobile app ads, traditional banner ads, and video ads, and their effectiveness in delivering long term value for app publishers.
Findings at a glance:
• When benchmarked against banner ads, Facebook provides the best ROI from the standpoint of driving monetization.
• Users acquired via Facebook become purchasers at a rate nearly 50 percent higher than banner ad networks and 12 percent higher than video ad networks.
• The cost to acquire a user who makes a purchase through Facebook’s app ads is nearly 20 percent less than on banner ad networks and 8 percent lower than on video ad networks.
“This report validates what we have been seeing in the 50,000 campaigns we’ve run for our clients, showing Facebook has the hands-down advantage when it comes to the monetary potential of mobile app user acquisition,” said Micah Adler, president, CEO and founder, Fiksu. “It’s clear that the combination of over 1 billion mobile users, powerful audience segmentation capabilities and a programmatic approach to app marketing provides the right mix for success.”
Download the full report here