The effort of Facebook in mobility has been considerable in 2012, both from the perspective of the user and the advertiser, especially after a weak start that made doubts about the solidity of their plans.
But Facebook has been able to turn the tables around and, after a year of efforts, make the impact on your bottom line important.
Marketing software company Kenshoo Social has analyzed its customers’ Facebook campaigns from all verticals and countries and has found that in December 2012, one out of every 5 dollars spent on ads on the platform were targeted at ads In mobility.
Doing a device analysis, the study found that among smartphones, it was the Android system that generated most of the ads of Facebook, with 71%, while on tablets, it was the Apple iOS system who monopolized the practice Total investment with 97%.
Overall, mobile advertising has proven to achieve a high level of engagement with the user, and Facebook is taking advantage of this situation by marking a premium cost on its mobile advertising. According to Kenshoo Social, the cost-per-click on mobile ads was $ 1.38, compared to $ 0.81 for desktop ads.
Research firm Cowen and Company has calculated that this year Facebook will achieve worldwide advertising revenue of $ 6 billion, of which $ 1.7 billion will come from mobility, slightly less than the calculations made by Kenshoo. EMarketer has estimated Facebook’s advertising market at 5.54 billion, down from Cowen’s calculations.
By 2016, Cowen and Company has predicted that Facebook’s revenue from mobile advertising will amount to SUD 3.7 billion, 1.1 billion behind desktop advertising.