Results of 2015: on which advertising formats did Facebook earn the most


    Source: Nanigans

    Company Nanigans analyzed marketers advertising costs Facebook in the past year. It turned out that their expenses increased, which means that the social network will earn even more. The continuing trend indicates the return of campaigns launched on a social network, researchers believe. Nanigans compared data for three different regions: America; Europe, the Middle East and Africa; Asian-Pacific area.

    Analysts examined the data of Nanigans customers who use its software to automate advertising. Consideration was paid to advertising costs on desktops and mobile devices.

    In the fourth quarter, advertisers' budgets grew by an average of 11% compared with the previous quarter. The most successful New Year period was for online retailers. For example, the average order value of the largest advertisers in the e-commerce category increased by 49%, the purchase frequency increased by 68%, and the return on advertising investments by 87%.

    The popularity of video advertising on Facebook has grown significantly: in general, spending on it has increased by 41%, mobile video (+ 44%) showed significant growth within the segment. Outside the United States, costs for this ad format have risen 86%.

    Dynamic products (Dinamic Product AD) and retargeting are also in high demand. Personalized, operational formats bring tangible benefits, due to which the number of advertisers in this segment jumped 210%. Spending on a relatively new format - ring galleries, they are also "carousels" - increased by 34%. Such announcements give scope for creativity, experts say Nanigans.

    CPC (cost per click) is relatively stable. But compared with the same period in 2014, CPC decreased by 11% and amounts to $ 0.57. In e-commerce, CPC is $ 0.69. During the holiday season, CPC showed an increase of 21%, as expected. Although in the IV quarter of 2014, CPC grew by 29%. In the gaming sector, CPC fell 19% ($ 0.61).

    Cost per thousand impressions (CPM) increased by 45% per year, which is associated with an increase in CTR and demand for mobile and video advertising - it is more expensive, but also more attractive.

    The full report of the study can be found here .

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