Mobile marketing has always showed a strong focus on devices that everyone in the world is constantly raving about. Tablets and smartphones today have become almost universal; at least they have in the United States. Mobile marketers have been putting all of their ad dollars and efforts into campaigns with these mobile devices, seeing them as the best choice for placement of mobile marketing campaigns. Most of the time, this belief is absolutely true, so a bit of rejoice can be felt by those marketers who have it. However, a recent study from a social media agency called SocialCode has given some insight into the recent success that advertisements have been seeing on the iPod Touch.
The findings of the study have been reported by AdWeek, and they show that the iPod Touch was the device that showed the best results for marketers using Facebook to reach a younger crowd. With a study that spanned from November 8th to November 12th and that studied results from people from ages 13 to 39. It appears that according to the study, owners of the iPod Touch were being exposed to about seven times the impressions of those ads that were run on the iPad and iPhone. To be specific, iPod Touch owners saw about 15.5 million impressions in the span of time, while iPhone owners were exposed to 2.5 million and iPad owners, 2.1 million.
So what does mobile device targeting get a brand? On the iPod, it returned a 0.085 percent clickthrough rate (CTR). Compare that with the iPad’s 0.074 percent CTR, the iPhone’s 0.055 percent CTR and Android’s 0.049 percent CTR.
From article by Tim Peterson, AdWeek
The excerpt above refers to Facebook’s recent allowing of marketers to target certain mobile devices. As you can see, it has made a difference in CTR, but it did not create much to get over joyed about. However, a high CTR is not all that marketers are looking for with Facebook. Another Facebook marketing currency these days is Likes, and it seems that device targeting has had a big impact on those numbers. The results were as follows:
-The iPod Touch saw a click-to-like rate of 56.2%
-The iPad saw a click-to-like rate of 45.5%
-The iPhone saw a click-to-like rate of 34.7%
-Android devices saw a click-to-like rate of 34.6%
Facebook’s device targeting has allowed marketers to more accurately and effectively use Facebook’s mobile platform to reach the consumers that they are trying to target. According to the results of the study from SocialCode, the iPod Touch has seen the most improvement since Facebook’s announcement of these targeted ads, at least with consumers from ages 13 to 39. The younger consumers are some of the most active, making them the target of numerous marketers. Therefore, for most the marketing community, the iPod Touch may just be the device to focus on when thinking of beginning a device-targeted campaign with Facebook mobile, as it is sure to deliver sufficient results.
