Facebook mobile ads were launched on June 5, 2012. The initial reports from the industry have been positive, with studies released from Facebook ad partners saying that mobile ads are clicked 13 times more than desktop ads, and earn 11 times more.
Now, a month and a half after the launch, Facebook ad campaign manager AdParlor has released a comprehensive report on the state of Facebook mobile advertising. The data used was pulled from a sample data set of over 200 million ad impressions from large brands that they work with across 10+ verticals. More accurately, the comparison was between mobile ads and non-mobile sponsored stories, since all mobile ads, by default, are sponsored stories. Here are the results presented in the report:
- Click-through rates are 15 times higher on mobile than non-mobile ads – The report suggests that this higher rate is because Facebook users perceive mobile ads as content, rather than advertising. The fact that the ads are displayed in-stream and resemble content shared by friends, is a likely factor for the high click-throughs.
- Clicks are 30% cheaper on mobile - The cost-per-click is lower for mobile ads, averaging $0.42 per click, as compared to $0.60 for non-mobile ads.
- Conversion rates for mobile are 16% lower than non-mobile ads - The average conversion rate on mobile ads for cost-per-fan campaigns was 68.4%, lower than the 84.16% conversion rate for non-mobile ads.
- Android has a CTR 62% higher than the iPhone & BlackBerry - Android saw a CTR of 1.23%, significantly higher than the iPhone and Blackberry which had a CTR of 0.76%.
- The leading vertical for mobile is Entertainment - The entertainment vertical on Facebook mobile achieved an average CTR (click-through rate) of 2.02%. Other verticals that have seen high engagement are Parenting (1.14% CTR), Beauty (1.04%) and Auto ( 1.02%).
Th report also presents data on user behaviour after liking a fan-page, and says that fans coming from mobile comment 22% more and like posts 63% more than non-mobile users. Conversely, Fans coming from non-mobile drive 6-8 times more engagement in terms of creating posts, viewing photos, clicking on links, and watching videos.
Do these findings resonate with you? Have you seen different results from your Facebook mobile advertising? Share with us.