Mobile ads on Facebook are markedly more expensive than desktop ads, a new report has established.
Mobile adverts are significantly more expensive than their desktop equivalents in the world of social media, a new report has indicated.
According to a study carried out by Kenshoo Social, this type of ad placed on Facebook commands a price premium of 70 per cent desktop campaigns as companies continue to focus their marketing strategies towards mobile devices.
The research – which was presented earlier this week at the 2013 Citi Global Internet, Media & Telecommunications Conference in Las Vegas – was conducted in order to analyse how strongly mobile adverts on Facebook are performing.
It was found that there is a healthy level of demand for this type of advertising on the social media platform – which has more than one billion users globally – with 20.3 per cent of the overall Facebook ad spending now being made in the mobile arena.
Through looking at more than two million Facebook ad clicks and conversions, Kenshoo Social also established that Apple iOS dominates the market over Google Android in terms of tablet advertising spend, with some 97 per cent of the money in this area being held by the company.
However, roles are reversed somewhat on smartphones, as 71 per cent of Facebook advertisers’ expenditure is received by Google Android on these devices.
Aaron Goldman, chief marketing officer at Kenshoo, commented: “The world’s top brands have embraced Facebook mobile advertising and we expect the channel to become increasingly competitive as new devices … deliver enhanced interactive experiences.”
Mr Goldman went on to say that by making use of his organisation’s advanced workflow tools, marketers are able to “cater to the specific mindsets of people using Facebook on desktop computers, tablets and phones by creating targeted campaigns”.
As such, Kenshoo is then able to effectively monitor brand performance and rapidly optimise its campaigns “based on variances between different device types and operating systems”.
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