Salesforce released its Social.com Q1 2015 Advertising Benchmark Report, analyzing data from over a trillion ad impressions and hundreds of millions of dollars in ad spend across Facebook, Twitter, and LinkedIn.
According to the report, the overall CPM decreased by 11% globally to #3.30, which the company says reflects normal seasonal trends (with higher costs in Q4 due to the holidays). In the U.S., the overall CPM for Facebook decreased quarter-over-quarter to #3.72, while CTR increased to 0.86%, suggesting a "healthy engagement" level with Facebook ads.
Here's a look at global Facebook ad trends:
"Mobile apps are a critical component of how consumers spend their time; according to Yahoo, 88% of the time that consumers spend on mobile devices is spent in apps, totaling 37:28 hours per month, according to Neilsen," writes Zachary Reiss-Davis on the Salesforce blog. "Overall, New Zealand and Sweden were the most expensive countries to run mobile app install campaigns in Q1, at $6.16 and $5.28 respectively. After that is Australia ($5.22), Canada ($4.72), and then a cluster of European countries ranging from Germany to Spain. The United States ($3.04), and Japan ($2.79) follow."
Here's a look at how mobile app install ads, CPM & CPI vary by country:
The study found that in Q1, Desktop Feed CPM was significantly higher than Mobile Feed CPM in the U.S.
"Consumers are increasingly spending time in Facebook on a mobile device, which increases the available inventory of impressions on mobile," says Reiss-Davis. "Several types of advertisers still focus on desktop ads, including eCommerce companies which are still using traditional re-targeting solutions on Facebook that are desktop-only instead of the brand-new Dynamic Product Ads. At the same time, the percentage of Facebook users who only use the desktop app continued to drop, reaching a low of 14.7% in Q1, down from 16.2% in Q4 and 24.1% in Q1 2014."
While still fairly new to the game, the Facebook Audience Network also gets a look in the report:
You can find the full report here.
Images via Salesforce