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