Report: Facebook Mobile Ad Revenues Now 20 Percent Of Total

facebook-logoAccording to financial analysts Facebook Q4 revenue (including payments, fees) could reach $1.5 billion. Search and social marketing platform Kenshoo says that just over 20 percent (20.3 percent) of the company’s ad revenue is now coming from mobile.

More than one in five ad dollars spent on Facebook are “delivered on mobile devices” according to Kenshoo.

The Kenshoo data are drawn “from a representative sample of global advertisers using Kenshoo Social to manage Facebook advertising campaigns tracking impressions, clicks, and conversions. The data set covers more than 2 million Facebook ad clicks and conversions delivered in November and December of 2012 across a wide range of verticals including retail, financial services, software, games, entertainment, and travel.”

Kenshoo explained that “mobile” also includes ads shown on tablets.

Unlike their paid-search counterparts, Facebook mobile ads cost more and generate fewer clicks than ads shown on the Facebook PC site. By comparison mobile paid-search ads cost less and deliver higher response rates (CTRs) than PC search ads, according to previously published data from Marin Software.

Kenshoo also reported that mobile ads on Facebook command a 70 percent premium over desktop ads.

Below is the average cost per click for ads on the PC and in mobile on Facebook. Kenshoo explained that ads on the PC are likely to covert 4X as often vs. mobile ads. Here conversion is defined to include Likes, app installs, event registration or other transactions.

Where tablets are concerned, the iPad sees 97 percent of the Facebook mobile ad spend/revenue. But on smartphones Android grabs the lions share: 71 percent to 29 percent for the iPhone.

Related Topics: Channel: Strategy | Facebook: Mobile | Facebook: Statistics | Statistics: Mobile Marketing | Statistics: Social Media | Top News


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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  • Pat Grady

    Irrational exuberance comes to mind.

  • Michal Smetana

    It’s really interesting to see how the usage of mobile social networks has changed the aim of social networking ads. What I think we will be able to witness in 2013 is even more focus on mobile ads targeting and that it will reach as much as 40% of total ads revenue. What do you think?

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