Results of 2015: Which advertising formats Facebook has earned the most

Source: Nanigans



Nanigans analyzed marketing expenses for Facebook advertising over the past year. It turned out that their expenses have increased, which means that the social network will earn even more. The continued trend indicates the impact of campaigns running on a social network, researchers believe. Nanigans compared data for three different regions: America; Europe, Middle East and Africa; Asian-Pacific area.



Analysts studied the data of Nanigans customers who use its software for advertising automation. Consider the cost of advertising on desktops and mobile devices.

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In Q4, advertiser budgets grew by an average of 11% over the previous quarter. The most successful pre-New Year period was for online retailers. For example, the average cost of an order with the largest advertisers from the e-commerce category increased by 49%, the frequency of purchases increased by 68%, and the return of advertising investments - by 87%.



The popularity of video advertising on Facebook has significantly increased: in general, expenditures on it increased by 41%, and mobile video (+ 44%) showed a significant increase within the segment. Outside the United States, the cost of this ad format has grown 86%.



Dynamic products (Dinamic Product AD) and retargeting are also in high demand. Personalized, operational formats bring tangible benefits, making the number of advertisers in this segment jumped by 210%. The cost of a relatively new format - ring galleries, they are also "carousel" - increased by 34%. Such announcements give an open space for creativity, experts Nanigans mark.



CPC (cost per click) remains relatively stable. But compared to the same period in 2014, the CPC decreased by 11% to $ 0.57. In the area of ​​e-commerce CPC is $ 0.69. During the holiday period, the CPC showed an increase of 21%, as expected. Although in the fourth quarter of 2014, CPC increased by 29%. In the gaming sector, the CPC fell by 19% ($ 0.61).



The cost of a thousand impressions (CPM) increased by 45% over the year, which is associated with an increase in CTR and demand for mobile and video advertising - it is more expensive, but also more attractive.



The full text of the research report can be found here .