internetretailer.com
Using the social network’s mobile ad network, retailers paid 9% less per thousand impressions than those who targeted consumers’ mobile news feed in the first quarter.
Advertisers looking to save money driving shoppers to download their apps can use Audience Network, Facebook’s mobile ad network that lets marketers target Facebook ads to consumers off of the social network in such apps as the Huffington Post and Shazam.
Marketers who used Audience Network to place mobile app install ads in Facebook users’ mobile news feeds and on other apps paid, on average, $8.17 per thousand impressions in the first quarter, while those whose ads only appeared in Facebook users’ mobile news feeds paid $8.99, according to Salesforce’s new report “Social.com Q1 2015 Advertising Benchmark.”
While impressions cost less for marketers who used Audience Network than those whose mobile app install ads that appeared only in consumers’ Facebook mobile news feeds, consumers were less likely to click through on off-Facebook ads and install the apps. That resulted in a cost per click for Audience Network mobile app install ads of 96 cents versus 85 cents for Facebook mobile news feed-only ads and the cost per install for Audience Network ads was $3.37, 17.4% higher than the $2.87 cost for mobile news feed-only ads.
Despite performing behind the mobile news feed, Salesforce suggests that marketers try Audience Network, and predicts more marketers will do so in the second half of the year.
The report also finds that the cost per thousand impressions in the e-commerce in the first quarter compared with the fourth quarter was $5.06 versus $5.07 (the report didn’t provide year-over-year data). However, the cost per click fell dramatically— to 31 cents from 59 cents—thanks to the click-through rate jumping from 0.87% to 1.65%.
On Twitter, Salesforce found that the cost per thousand impressions for promoted tweets, the ad unit that allows marketers to ensure that a certain percentage of consumers see a brand’s post, fell 10.8%— to $8.92 from $10 in the fourth quarter. The cost per engagement (Twitter requires advertisers to bid based on some action, such as a click on a tweet, link click or video view) rose 1 cent— to 45 cents in the first quarter from 44 cents in the fourth quarter. However, the engagement on the ads fell to 2% in the first quarter from 2.3% in the fourth quarter.
The Salesforce report is based on more than 2 trillion ad impression and 200 billion ad engagements by Salesforce Marketing Cloud customers from October 2014 to March.
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