Despite 63 percent of Facebook ad clicks occurred on mobile devices during 2014’s fourth quarter, just 34 percent of the social media giant’s conversions—either a sale, download or completed lead-gen form—came from smartphones and tablets.
This new stat, from Marin Software’s quarterly Global Online Advertising Index, means nearly two-thirds of all Facebook ad conversions are happening on desktops even though the digital platform’s usage is increasingly skewing toward mobile.
The same study found that 39 percent of clicks on paid search ads from sites like Google were via mobile devices, yet 31 percent of the paid search category’s purchases came from mobile viewers. So the clicks/conversions ratio clearly favors Google over Facebook.
See more at: adweek.com
Nearly 1 billion Facebook users worldwide will access the social network on a mobile phone at least once each month in 2015, according to a new forecast from eMarketer, which for the first time breaks out mobile phone Facebook users by country.
Over 70% of all Facebook users globally will be mobile this year, and by 2018, more than three-quarters of the social network’s audience will access the platform via mobile phones on a regular basis, totaling 1.34 billion users
See more at: emarketer.com
Next week at f8, Facebook will unveil Facebook Audience Network, its mobile ad network that will let developers target both standard banners and custom ad units with Facebook’s vast trove of personal data, according to multiple sources. It could let developers monetize, advertisers buy more mobile impressions than News Feed can fit, and Facebook earn money without cluttering its own apps with more ads.
Facebook began testing a mobile ad network in 2012. Because it was just a targeting layer on top of existing ad networks that it had to split revenue with, margins weren’t high enough so Facebook paused it to focus on its native monetization efforts.
Then in September 2013 it announced it was rebooting mobile ad network tests and this time it would work directly with advertisers and publishers (apps that host the ads) which would let it keep more of the bounty. On Facebook’s Q1 2014 earnings call, COO Sheryl Sandberg mentioned these ad network tests saying “Our initial efforts show a lot of promise and we’ve gotten good feedback from marketers.” This week, Re/code’s Mike Isaac reported that Facebook would officially launch the ad network at its f8 developer conference next week.
Facebook declined to comment, but I can now confirm Isaac’s report and have discovered more details about the project, including that it’s named Facebook Audience Network (FAN). It will offer both simple and custom ways for advertisers and other developers to harness the power of Facebook’s ad targeting data across the mobile app market.
Consumers do want relationships
The social networking audience in the US has reached critical mass. eMarketer estimates that 57.5% of all US Internet users, or 127 million people, will use a social network at least once a month in 2010. By 2014, nearly two-thirds of Internet users will be on board.
According to a February 2010 survey by Chadwick Martin Bailey, a market research firm, 33% of Facebook users have become fans of brands on the network.
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