As if anyone needs assurance that mobile is hitting hard and becoming an enormous asset in the marketing world, Facebook’s most recent numbers prove that fact to be absolutely true. Facebook’s mobile app has been the talk of the town recently, and a constant increase in the performance of this mobile platform is expected by most. With the recent end of another year’s final quarter upon us, we can now take a closer look at the most up-to-date numbers regarding the social giant’s mesh into the mobile marketing world. The numbers now come from Kenshoo, a widely popular search and social marketing platform, and they tell Facebook and mobile marketers that things are looking up.
There are some analysts that are estimating Facebook’s total revenues for Q4 will reach upwards of $1.5 billion. Kenshoo tells us that, of this $1.5 billion total revenue, around 20.3% will have come from the company’s mobile platform. The company states that a fifth of the ad dollars spent on Facebook marketing are being delivered on mobile devices.
The company’s findings also explain that “Facebook ads carry a 70% premium on mobile.” For desktop Facebook advertising, the cost-per-click was measured at $0.81, while on mobile, the cost-per-click is $1.38.
As for how the mobile ad spend is being distributed, Kenshoo breaks the distribution into two categories; tablets and smartphones. For tablets, the bulk of Facebook marketing ad spend went to Apple iOS, with a 97% to 3% split. However, for smartphones, the split was 29% to 71%, with Google Android being the heavy hitter.
Kenshoo explains,
“This research reflects a representative sample of global advertisers using Kenshoo Social to manage Facebook advertising campaigns tracking impressions, clicks, and conversions.The data set covers more than 2 million Facebook ad clicks and conversions delivered in November and December of 2012 across a wide range of verticals including retail, financial services, software, games, entertainment, and travel. Mobile metrics are inclusive of phones and tablets.”
Kenshoo sees big things for the future of Facebook mobile, and the CMO of the company explains his feelings on how Facebook mobile will perform in the future.
“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. Leveraging Kenshoo Social’s advanced workflow tools, marketers can cater to the specific mindsets of people using Facebook on desktop computers, tablets and phones by creating targeted campaigns. From there, Kenshoo Social can help effectively monitor brand performance and quickly optimize campaigns based on variances between different device types and operating systems.”
For countless digital marketers, Facebook mobile has become a tool at their disposal, a place to see great results for relatively low costs. The social media giant excited the world when they started innovating with marketing on their desktop platform, and now they are doing the same with mobile. Therefore, one can always expect similar success.
