Four Facebook trends that advertisers should be aware of
1. users click on ads more often
The click-through rate (CTR) of Facebook ads has more than doubled in the last year, while the cost per click (CPC) fell until 2015 and then remained at a stable level. Mainly because targeting in the social channel has improved, the ads are more relevant for the users who see them and are also clicked on more frequently.
2. clicks come mainly via mobile
1.44 million of monthly active Facebook users access the social network via their mobile device*. Most ad clicks on Facebook now also come from mobile devices. Advertisers should take this into account when allocating their budget and invest in mobile.
3. local targeting becomes more precise and effective
Locally targeted social media ads have grown by an average of 33 percent annually** since 2010. With very fine-tuned regional ad targeting on social media, advertisers can target users who are close to a brick-and-mortar business. Companies should combine this hyper-local targeting with mobile ad formats such as click-to-direction or click-to-call.
4. social video is growing rapidly
In 2015, Facebook reacted quickly to the rapidly growing online advertising format of video and integrated it into the user's newsfeed. In 2015, an average of 8 billion videos per day* were viewed on Facebook. Since then, video formats have been constantly improved to increase relevance for users and at the same time increase engagement. Advertisers should definitely test moving images on Facebook and take into account the special features of the channel: Short spots with an attention-grabbing introduction and call-to-action promise the most success. "The trend towards mobile and video consumption on the part of users is continuing in 2016. Social networks such as Facebook play a central role in this. Mobile, video and social simply belong together. Advertisers must take this into account in their campaign planning and budget allocation," says Bert Bröske, Regional Marketing Manager - DACH Marin Software. http://techcrunch.com/2016/01/27/facebook-earnings-q4-2015/** Marin Global Online Advertising Index: The Marin Global Online Advertising Index analyzes ads that were traded via the Marin platform. The index consists primarily of advertisers and agencies that spend more than one million dollars annually on search, display, social and mobile and have been active on Marin and advertising on Facebook in the past five quarters.
