Facebook: One-in-Five Ad Dollars Spent on Mobile

January 7, 2013 Source: Kenshoo Social

Much to many publishers' dismay, mobile inventory is abundant and cheap. Except the latter (sort of) doesn't apply for Facebook – according to new findings by digital marketing solutions company Kenshoo Social, Facebook's mobile ads have a 70% price premium over their desktop counterpart, with mobile bringing in $1.38 per click, compared to only $0.81 on desktops. We're not talking a five-figure price-per-click, but in the social network's case, that's pretty impressive.

Although it just opened the mobile inventory floodgates last year, Kenshoo finds that channel now represents more than a fifth of total advertising revenue at Facebook – a percentage most publishers would kill for. IPads (iOS) bring in the bulk of ad revenue on mobile tablets, representing 97% of Facebook advertisers' mobile-tablet ad spend. Seventy-one percent of Facebook advertisers' ad spend for smartphones targeted Android devices.

Kenshoo's figures are based on data pulled from more than 2 million Facebook ad clicks and conversions between November and December last year. Unveiled during the 2013 Citi Global Internet, Media & Telecommunications Conference in Las Vegas, Nev., Kenshoo Social's findings illustrate the power of mobile when it comes to social-networking ad dollars.

Mobile continues to prove itself as a formidable challenger to desktop; and, Kenshoo Social's most recent numbers of Facebook ad revenue only further prove mobile's growing importance to advertisers.

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Kenshoo Social

Comments

I've recently seen an increase in the amount of mobile users. I read somewhere recently that 25% of Google's searches are actually from mobile devices excluding laptops! which is incredible.

--Roberto Smith

This really has nothing to do with Facebook and everything to do with well-targeted mobile ads, regardless of the conduit or platform pushing them out. Social networks can’t do anything, in my opinion, better than effective ad networks like Millennial Media or Airpush. It all boils down to the most telling statistic I’ve read in a while – 70% of mobile users now look at targeted mobile ads as “invitations” rather than annoying adverts.

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