In mobile advertising, Facebook ads are more than four times more engaging than Twitter ads as measured by CTRs. Facebook’s mobile newsfeed achieved a CTR of 1.14%, compared with a CTR of just 0.27% for Twitter ads.
The bigger news, though, might be that mobile ads garner a CTR that is 14 times higher than ads delivered to desktop machines. TBG does say that new ad types, such as Facebook’s Mobile newsfeed ads, initially generate high CTRs that may decline over time. That is likely due either to their novelty or to users’ clicking the ads by mistake because they don’t know what they’re looking at. TBG also notes that Facebook received $9.86 in CPMs for mobile ads, more than 13 times the amount the company received for desktop ads.
Facebook’s shares are up about 2% today, at $28.65 shortly before noon. The post-IPO range is $25.52-$45.00.
The full report from TBG Digital is available here.
Paul Ausick
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