It has taken Facebook a while and it was one of the concerns when the company went to the stock market but it seems they are finally taking steps when it comes to mobile. Not mobile as in a fantastic application (even though that has improved they still have a long way to go there) but there where it matters most for those interested in the money behind Facebook: advertising. The steps are small, but they are there. Still the desktop is still the biggest thing for Facebook.
Global social marketing platform Kenshoo this week reports that after a research they performed looking at more than two million Facebook ad clicks and conversions they conclude that mobile now represents 20.3 percent of overall Facebook ad spend.
Other data from the research shows:
- Mobile ads on Facebook carry a 70 percent price premium over desktop ads (Facebook ad cost per click is $0.81 USD on desktop computers and $1.38 on mobile phones and tablet devices)
- When comparing the spend on ads delivered to tablets running Apple iOS with those using Google Android, iOS tablets had a 97 percent share of Facebook advertisers’ ad spend
- When comparing the spend on ads delivered to smartphones running Apple iOS to those with the Google Android, Android phones had a 71 percent share of Facebook advertisers’ ad spend
Interesting here is the difference between Android and Apple’s iOS. It seems Android is much more interesting when it comes to smartphones, where as if you are looking at tablets the focus lies on Apple.
The data was presented by Kenshoo CMO Aaron Goldman at the 2013 Citi Global Internet, Media & Telecommunications Conference in Las Vegas this week. Goldman said amongst others:
“The world’s top brands have embraced Facebook mobile advertising and we expect the channel to become increasingly competitive as new devices, like those on display at the Consumer Electronics Show this week, deliver enhanced interactive experiences,”
Kenshoo also presented the info graphic below: