Facebook ad effectiveness increases in third quarter – TBG report
Facebook ad click-through rates increased by 18.5pc in five key markets – the US, UK, France, Germany and Canada – in the third quarter of this year, according to a new research report from TBG Digital.
The report also reveals that cost per click rates for Facebook advertisers fell by 10.8pc, while cost per thousand impressions rose by 7.1pc across the five major markets.
In addition, the report finds that brand advertising continues to grow on the social network, increasing by 6.7pc to account for 53.7pc of total Facebook advertising output.
And it reveals that the combined volumes of impressions in the top five sectors – entertainment, food and drink, beauty and fitness, autos and vehicles, and games – grew by 117pc during the quarter.
“With Facebook’s recent announcements on Timeline and the expansion of the like button we are excited about the extra advertising inventory which will become available as a result of these developments,” said Simon Mansell, CEO of TBG Digital. “This makes the improving performance of campaigns on Facebook even more pleasing.
“With true global scale and massive levels of user engagement Facebook should be the first choice for any brand campaign.”
TBG Digital’s Global Facebook Advertising Report for the third quarter of 2011 analysed 255bn impressions across 216 advertisers in 192 countries, with results, graphical illustrations and methodology verified by The Psychometrics Centre, University of Cambridge.