Dive summary:
- According to a study by TBG Digital, Sponsored Story ads that appear on Facebook mobile news feed have gotten a 1.14% click thru rate, as opposed to .083% on desktop and .558% for those running on the desktop news feed.
- In a different study of 24 million impressions of Twitter ads, TBG Digital found that they garnered a .24% click thru rate.
- Facebook's average cost-per-click charge is up 9%, to $1.09.
From the article:
Facebook has taken a lot of flack for its struggles to monetize mobile. The company only began running ads on mobile devices a few months ago and didn’t break out mobile as a standalone buying option until June, but in that time Sponsored Story ads that run in the mobile News Feed have notched a 1.14 percent clickthrough rate (CTR) on average versus 0.083 percent for those running on desktop and 0.588 percent for those running only in the desktop News Feed, according to a study by social ad firm TBG Digital. For the study, the company looked at 406 billion impressions served during the second quarter for 276 clients in more than 190 countries.
