SAN FRANCISCO: The average click-through rate (CTR) for Facebook ads increased 47% in Q2 2014 compared to the previous quarter and also rose 146% year-on-year, the latest industry data has recorded.
As reported by AdExchanger, the most recent Q2 figures from Facebook ad partner Nanigans also showed the average cost per impression (CPM) of $1.95 represented growth of 218% from the same period last year.
The average cost per click (CPC) for Facebook ads is also on the rise, having recorded 7% growth from Q1 2014 to $0.55, or 29% year-on-year growth.
Coming ahead of Facebook's official announcement of its Q2 figures, which is due on July 23, Nanigans also said its gaming ad clients witnessed a huge CTR increase of 579% on the back of users shifting from desktop to mobile.
Mobile adspend for clients of Nanigans has grown over the year and the company reported that mobile now accounts for 56% of all adspend on Facebook.
Cheryl Morris, director of market development at Nanigans, said Facebook's explosive growth in mobile is "turning the industry on its head".
"Facebook has become a more mature platform, catalysing all sides of their ad ecosystem, from offering ad products that perform at scale in meeting a variety of advertiser goals to create an ad experience that end consumers actually engage with," she said.
"Just look at mobile alone: Facebook went from no presence to a $1bn business in a year's time – turning the industry on its head in terms of expectations around creative and relevancy," she added.
However, even though adspend via desktop now accounts for just 44% of the total, she advised advertisers not to desert the platform.
"In general, ad dollars follow consumer time spent, and right now for our consumers, that's increasingly on mobile – but that doesn't mean spend to desktop will be completely eclipsed," she said.
As reported by AdExchanger, the most recent Q2 figures from Facebook ad partner Nanigans also showed the average cost per impression (CPM) of $1.95 represented growth of 218% from the same period last year.
The average cost per click (CPC) for Facebook ads is also on the rise, having recorded 7% growth from Q1 2014 to $0.55, or 29% year-on-year growth.
Coming ahead of Facebook's official announcement of its Q2 figures, which is due on July 23, Nanigans also said its gaming ad clients witnessed a huge CTR increase of 579% on the back of users shifting from desktop to mobile.
Mobile adspend for clients of Nanigans has grown over the year and the company reported that mobile now accounts for 56% of all adspend on Facebook.
Cheryl Morris, director of market development at Nanigans, said Facebook's explosive growth in mobile is "turning the industry on its head".
"Facebook has become a more mature platform, catalysing all sides of their ad ecosystem, from offering ad products that perform at scale in meeting a variety of advertiser goals to create an ad experience that end consumers actually engage with," she said.
"Just look at mobile alone: Facebook went from no presence to a $1bn business in a year's time – turning the industry on its head in terms of expectations around creative and relevancy," she added.
However, even though adspend via desktop now accounts for just 44% of the total, she advised advertisers not to desert the platform.
"In general, ad dollars follow consumer time spent, and right now for our consumers, that's increasingly on mobile – but that doesn't mean spend to desktop will be completely eclipsed," she said.
Data sourced from AdExchanger; additional content by Warc staff
