Mobile ads, including smartphones and tablet computers, now represent over 20% of Facebook adspend – despite being priced higher than desktop ads. When comparing ads placed on Apple iOS devices against those running Google Android, iOS represent 97% of spend on ads targeted through tablets, but Android accounts for 71% of ads delivered through smartphones.
This is more welcome news for Facebook and its well publicised problems of selling mobile advertising early that Mark Zuckerberg went some way to dispel in October when he said: “I want to dispel this myth that Facebook can’t make money on mobile. The most important thing to understand here is that we’re just getting started with our mobile product development and monetisation”.
The latest data comes from a study of two million Facebook ad clicks and conversions by global advertisers who use the Kenshoo Social marketing platform.