Facebook is starting to win some confidence from mobile advertisers. And with good reason.
A new study from TBG Digital shows that Facebook’s mobile ad click-through rate is better than four times higher than Twitter’s mobile CTR.
“Mobile growth has been troublesome for Facebook,” says Sean Ludwig of Venture Beat, “and the company made a case before its IPO that mobile was one of its biggest risk factors. The company might even be planning to build its own phone to deal with this issue. But the new study at least provides a glimmer of hope for the company’s mobile ad prospects and shows that its newsfeed engagement is working.”
According to other insightful tidbits of vital information gleaned from the report, Facebook’s cost-per-thousand impressions (CPM) spiked by an impressive 58 percent between Q2 2011 and Q2 2012.
“Facebook’s ads are generally working well enough that the company can keep charging more for them.” Ludwig concludes. “Digging into the numbers, Germany had the largest CPM increase at 31 percent quarter over quarter, the U.S. had a 25 percent increase, Canada had a 21 percent increase, and the U.K. had a 7 percent increase.”
So has Facebook finally secured its footing in mobile? Please weigh in with a thought or comment below.
