Facebook certainly appears to be benefitting from the mobile marketing push with new figures revealing one of every five Facebook ad dollars targets mobile devices.
According to Kenshoo Social's new report, this is despite the fact that mobile ads on Facebook carry a 70% price premium over desktop ads – Facebook ad cost per click is $0.81 on desktop computers and $1.38 on mobile phones and tablet devices.
The analysis of more than two million Facebook ad clicks and conversions by global advertisers who use Kenshoo Social also showed that Apple 1OS tablets has the lion’s share of Facebook advertisers’ ad spend with 97%.
In terms of smartphones, Android phones had a 71% share of Facebook advertisers’ ad spend when comparing Apple iOS with Google Android, the research revealed.
Aaron Goldman, Kenshoo CMO, explained: “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.”