What a shame that Facebook actually hasn’t got a really convincing mobile strategy yet. While more than half of its users primarily access their newsfeed via mobile tools a new study on Facebook ad performance has led to surprising insights. To cut a long story short: buy Facebook Sponsored Stories…for certain types of desired engagement types.
Its first separate mobile ad format is out now for almost two months and the results are stunning if you believe a study by media service provider AdParlor.
which I found via this post by Thomas Hutter (in German).
Mobile Sponsored Stories are 11x more effective than their desktop equivalents while they even have a roughly 16x better Click-through-Rate than desktop’ed Standard Ads.
Additionally the Cost-Per-Click (CPC) of Mobile Sponsored Stories was roughly 20% lower compared to Desktop Sponsored Stories and almost 40% lower than Standard Like Ads on Desktops.
Finally: different touchpoints and ad types trigger different actions more effectively. If you want to trigger Post Likes focus on mobile ads. If your Facebook activation is all about Photo views go for their desktop counterparts.
Unfortunately the revolution will always eat its children. Even if Facebook had a mobile strategy (it hasn’t) it would lead to a declining CTR mobile as well as a skyrocketing CPC price. Don’t you think?
Have you had any experiences with the new mobile Facebook ad format yet? Share your experiences! I’d really like to know how they performed.
Thanks again to Thomas Hutter for the link to AdParlor’s study ‘The State of Facebook Mobile Advertising‘. Thanks to Johan Larsson whose picture I used for this post under a Creative Commons License.
© Gerald for davaidavai.com, 2012. |
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Post tags: adparlor, Ads, Advertising, cpc, ctr, Facebook, Media, Mobile, Mobile Sponsored Stories, Post Likes, Report, Social Networks, Study, Tech, Thomas Hutter, Trends, users
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