Mobile now represents 20.3% of overall Facebook adspend

The Apple iPhone 5: iOS represent 97% of spend on ads targeted through tablets, 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.

Other key findings include:

1. Mobile ads on Facebook carry a 70% price premium over desktop ads (Facebook ad cost per click is $0.81 USD on desktop computers and $1.38 on mobile phones and tablet devices).

2. When comparing  the spend on ads delivered to tablets running Apple iOS  with those using Google Android, iOS tablets had a 97% share of Facebook advertisers’ ad spend.

3. When comparing the spend on ads delivered to smartphones running Apple iOS to those with the  Google Android, Android phones had a 71% share of Facebook advertisers’ ad spend.

Facebook Ad Spend: Breakdown of Key Metrics 

Ad Spend Cost-per-Click (USD)
Desktop Ads 79.7% $0.81
Mobile Ads (Phone + Tablet) 20.3% $1.38

Facebook Mobile Ad Spend Head-to-Head Comparison: Apple iOS v Google Android

Apple iOS Google Android
Tablet Ads 97% 3%
Smartphone Ads 29% 71%

Aaron Goldman, Kenshoo CMO said that now the world’s top brands have embraced Facebook mobile advertising and he expects the channel to become increasingly competitive as new devices, like those on display at the Consumer Electronics Show this week, deliver enhanced interactive experiences.

The data was presented by Goldman at the 2013 Citi Global Internet, Media & Telecommunications Conference, which is held alongside the Consumer Electronics Show (CES) in Las Vegas.