We recently looked at a report from Nanigans, which found that click-through rates for Facebook ads have increased by 260% over the past year.
Kinetic Social now has a report out (via Adweek) finding them to be up 266% year-over-year with the average CTR across all Facebook campaigns continuing to rise. It also finds CTR for Facebook campaigns in the travel category up 98% over last quarter. Across all video ads, they’re up 57%.
Here’s what CTR looked like by ad type, placement and vertical:
31% of Facebook budgets have shifted to video, it says. Spend also continues to shift to mobile, which makes up 57% of all budgets.
Here’s a look at spend by ad type and placement from the report:
Facebook CPCs were down from the previous quarter, mainly due to seasonality. They’re always higher around the holidays. eCPM was up 490% year-over-year, but remained flat quarter-over-quarter, according to Kinetic Social.
The report also looks at Twitter ad performance.
It finds that prices have gone down, and that it’s becoming “an increasingly cost-effective offering for buyers using optimization tools.” Mobile only make up 25% of Twitter ad spend, even though Twitter is largely thought of as a mobile platform.
The report finds that eCPEs are up 40% from the last quarter, while eCPCs are also up 40%. eCPM decreased 46% year-over-year.
Regular promoted tweets are much more popular than promoted tweets appearing in timelines or promoted accounts. Regular promoted tweets accounted for 88% of all Twitter spend in Q1, according to the report. Meanwhile, exclusive mobile targeting only made up 25% of Twitter ad spend during the quarter.
Kinetic Social found eCPE to be similar for all placement types, but mobile shows lower CPEs than desktop. Retail and travel show the lowest CPEs.
You can see the full report here.
Both Facebook and Twitter continue to offer advertisers new opportunities. We recently ran through quite a few offerings Facebook has introduced over the past year as it reached its 2 million active advertiser milestone. You can get a look at some recent additions to Twitter’s offerings here. These include additional mobile targeting options, which should entice advertisers who should really be taking advantage of mobile exclusive campaigns on the platform.
Images via Thinkstock, Kinetic Social