Source: Urban Airship, reported by Venture Beat, 15th April 2015
Test
4 months ago
Showing posts with label benchmarks. Show all posts
Showing posts with label benchmarks. Show all posts
Tuesday, 28 April 2015
Wednesday, 21 August 2013
Ads are performing better on Facebook
"Today, we released our Facebook Advertising Performance, Q1vs. Q2 2013 Study of Brands Powered by Kenshoo Social. In this infographic, you will find a global analysis of Key Performance Indicators (KPIs) spanning over 75 billion ads across a representative sample of advertisers and agencies using Kenshoo Social during the first half of 2013. The sample includes major brands from a variety of verticals, including retail, travel, financial services and gaming.
We were interested to see how Facebook ad performance may have changed from Q1 to Q2 and the results are impressive to say the least. Facebook Ads improved across all key metrics in the study, including Click Through Rate (CTR), Cost Per Click (CPC), Conversion Rate (CVR) and Revenue generation.
Q2 versus Q1 2013 Facebook Ad Performance:
Click Through Rate (CTR): Up 18.5%
Cost Per Click (CPC): Down 15.9%
Click Volume: Up 16.4%
Conversions: Up 56.9%
Advertiser Revenue: Up 28.3%
The results of the quarterly analysis demonstrate that Facebook is not just a brand awareness and engagement channel but is evolving into a powerful direct response channel, as well. Advertisers are finding significant success using Facebook Ads to drive toward their direct marketing goals, most importantly conversions and revenue."
Source: Blog post from Kenshoo, 19th August 2013
Full infographic here
We were interested to see how Facebook ad performance may have changed from Q1 to Q2 and the results are impressive to say the least. Facebook Ads improved across all key metrics in the study, including Click Through Rate (CTR), Cost Per Click (CPC), Conversion Rate (CVR) and Revenue generation.
Q2 versus Q1 2013 Facebook Ad Performance:
Click Through Rate (CTR): Up 18.5%
Cost Per Click (CPC): Down 15.9%
Click Volume: Up 16.4%
Conversions: Up 56.9%
Advertiser Revenue: Up 28.3%
The results of the quarterly analysis demonstrate that Facebook is not just a brand awareness and engagement channel but is evolving into a powerful direct response channel, as well. Advertisers are finding significant success using Facebook Ads to drive toward their direct marketing goals, most importantly conversions and revenue."
Source: Blog post from Kenshoo, 19th August 2013
Full infographic here
Friday, 1 March 2013
Average engagement levels with pictures posted to Instagram by brands
"Social media measurement and analytics firm Simply Measured has released its third "quarterly" study on brand engagement on Instagram, finding 59% of brand consultancy Interbrand's Top 100 brands are on the photo-sharing network, which is up slightly from 54% in November.
In addition, Simply Measured found engagement has increased 35% with the average brand photo receiving 4,800 likes, comments, tweets and Facebook shares."
In addition, Simply Measured found engagement has increased 35% with the average brand photo receiving 4,800 likes, comments, tweets and Facebook shares."
Source: Clickz, 26th February 2013
Monday, 14 January 2013
Tablet search ads have higher conversion rates than mobile, and lower CPCs than desktop
"Advertisers investing in search ads through Marin Software and IgnitionOne spent more on tablets compared with smartphones during the fourth quarter of 2012, despite comScore's estimate that 120 million U.S. consumers own smartphones, up from 30 million in the past year.
Combined, smartphones and tablets accounted for a 22% share of clicks and 17% share of spend, according to Marin Software's quarterly study, Global Online Advertising Trends, released Thursday.
It turns out that tablet search ads have a higher conversion rate compared with smartphones, and a lower cost-per click in comparison to desktop ads, making them an attractive investment. Prior to the fourth quarter of this year, investment in tablet advertising had lagged that of smartphones. Now companies see a boom for search ads on tablets.
For Marin clients, click-through rates (CTRs) on tablets in the U.S. were 2.85% during Q4 2012, with a cost per click (CPC) of about $0.67. CTR on smartphones were 4.34%, with a CPC of $0.49. U.K. search marketers also spent more on tablet devices as a percentage of their total budget.
Mobile devices accounted for a 23% share of clicks and a 17% share of spend for the fourth quarter in the United Kingdom. Click-through rates (CTRs) on tablets in the U.K. were 3.58% during Q4 2012, with a cost per click (CPC) of about 0.29 pounds. CTR on smartphones were 5.55%, with a CPC of 0.15 pounds."
Combined, smartphones and tablets accounted for a 22% share of clicks and 17% share of spend, according to Marin Software's quarterly study, Global Online Advertising Trends, released Thursday.
It turns out that tablet search ads have a higher conversion rate compared with smartphones, and a lower cost-per click in comparison to desktop ads, making them an attractive investment. Prior to the fourth quarter of this year, investment in tablet advertising had lagged that of smartphones. Now companies see a boom for search ads on tablets.
For Marin clients, click-through rates (CTRs) on tablets in the U.S. were 2.85% during Q4 2012, with a cost per click (CPC) of about $0.67. CTR on smartphones were 4.34%, with a CPC of $0.49. U.K. search marketers also spent more on tablet devices as a percentage of their total budget.
Mobile devices accounted for a 23% share of clicks and a 17% share of spend for the fourth quarter in the United Kingdom. Click-through rates (CTRs) on tablets in the U.K. were 3.58% during Q4 2012, with a cost per click (CPC) of about 0.29 pounds. CTR on smartphones were 5.55%, with a CPC of 0.15 pounds."
Source: MediaPost, 10th January 2013
Wednesday, 3 October 2012
The relative effectiveness of Twitter and Facebook for engagement, by sector
Click to enlarge
Source: Social Bakers, 2nd October 2012
Note: 400% for 'Media' on Twitter means that engagement on Twitter for 'Media' brands (newspapers, TV companies, film studios etc) is 400% higher than on Facebook. 91% for 'Airlines' on Facebook means that Airlines see 91% more engagement on Facebook than than do on Twitter. Engagement is defined in the usual way - clicks, replies, retweets, likes, shares comments and so on.
Tuesday, 14 August 2012
Monetate's US Ecommerce Quarterly Report
Eq2 2012 final from Donna Tam
Includes data on ecommerce and conversion for social, search and email referrals, plus ecommerce benchmarks for different devices
Includes data on ecommerce and conversion for social, search and email referrals, plus ecommerce benchmarks for different devices
Tuesday, 31 July 2012
Thursday, 19 July 2012
Facebook's mobile ads have 4x the click rate of Twitter's mobile ads
Update - 23rd July - TBG Digital have corrected the research - Twitter's mobile ads have higher click throughs than Facebook's
"Facebook yesterday saw a decline in share price on a report of falling user numbers in key markets like the U.S. and Europe, but in a sign of how it is firming up its business, Facebook is also making significantly more money and getting more sticky with its advertising, on the back of newer, more targeted ad formats like Sponsored Stores and mobile ads. The latest quarterly report from ad agency TBG Digital, out today, indicates that cost per thousand impressions (CPMs) on ads on the social network rose by 58 percent compared to the same period last year, with overall engagement also up by 11 percent, a reversal of the decline seen last quarter. And among Facebook’s newer units that target people more directly, Sponsored Stories saw 53 percent more engagement than standard ads, and mobile ads had four times the engagement of Twitter ads, says TBG.
Pointedly, TBG says that there is growing acceptance from brands and other advertisers of Facebook’s wider business model, blending more traditional digital advertising metrics with new metrics like social engagement to determine the value of paying to be on a platform like Facebook’s. “Our clients, upon our advice, are now willing to pay more for quality clicks and fans. Focus is shifting toward measurable engagement and the difference Social Media connections are making to their bottom line,” the analysts write.
The report takes into account 406 billion impressions, covering 190 countries and 276 clients, and as with past reports has been vetted by the Cambridge University Psychometrics Centre.
The 58 percent rise in CPMs looks to be part of a growing trend: Last quarter, the CPM was 41 percent compared to a year ago; the January report indicated that it was 23 percent up. Germany, it says, had the largest increase in CPMs, up by 31 percent, while the U.S. was second-highest at 25 percent. The UK saw only a 7 percent rise.
[...]
Breaking out the different categories of ad formats further, TBG notes that “desktop” ads — those that appear in the right column of the Facebook page, and news feed ads are performing significantly worse than mobile ads. Desktop had CTRs of 0.083 percent; with desktop news feed ads with CTRs of 0.588 percent. In contrast, mobile ads, which appear in a users’ news feed, were at 1.140 percent. TBG also took the step of comparing this to Twitter ad engagement, which it charted in a separate, recent study. In 24 million Twitter impressions the average CTR on its ads (across mobile and desktop) was 0.266 percent — four times lower than mobile ads on Facebook.
It should be noted, though, that so far Twitter doesn’t appear to have made much use of targeting those ads to specific users: I am just as likely to see an ad about a cruise as I am a new tablet right now, regardless of what I’m doing or who I follow on the site."
Source: Techcrunch, 18th July 2012
Full report here
Update - 23rd July - TBG Digital have corrected the research - Twitter's mobile ads have higher click throughs than Facebook's
"Facebook yesterday saw a decline in share price on a report of falling user numbers in key markets like the U.S. and Europe, but in a sign of how it is firming up its business, Facebook is also making significantly more money and getting more sticky with its advertising, on the back of newer, more targeted ad formats like Sponsored Stores and mobile ads. The latest quarterly report from ad agency TBG Digital, out today, indicates that cost per thousand impressions (CPMs) on ads on the social network rose by 58 percent compared to the same period last year, with overall engagement also up by 11 percent, a reversal of the decline seen last quarter. And among Facebook’s newer units that target people more directly, Sponsored Stories saw 53 percent more engagement than standard ads, and mobile ads had four times the engagement of Twitter ads, says TBG.
Pointedly, TBG says that there is growing acceptance from brands and other advertisers of Facebook’s wider business model, blending more traditional digital advertising metrics with new metrics like social engagement to determine the value of paying to be on a platform like Facebook’s. “Our clients, upon our advice, are now willing to pay more for quality clicks and fans. Focus is shifting toward measurable engagement and the difference Social Media connections are making to their bottom line,” the analysts write.
The report takes into account 406 billion impressions, covering 190 countries and 276 clients, and as with past reports has been vetted by the Cambridge University Psychometrics Centre.
The 58 percent rise in CPMs looks to be part of a growing trend: Last quarter, the CPM was 41 percent compared to a year ago; the January report indicated that it was 23 percent up. Germany, it says, had the largest increase in CPMs, up by 31 percent, while the U.S. was second-highest at 25 percent. The UK saw only a 7 percent rise.
[...]
Breaking out the different categories of ad formats further, TBG notes that “desktop” ads — those that appear in the right column of the Facebook page, and news feed ads are performing significantly worse than mobile ads. Desktop had CTRs of 0.083 percent; with desktop news feed ads with CTRs of 0.588 percent. In contrast, mobile ads, which appear in a users’ news feed, were at 1.140 percent. TBG also took the step of comparing this to Twitter ad engagement, which it charted in a separate, recent study. In 24 million Twitter impressions the average CTR on its ads (across mobile and desktop) was 0.266 percent — four times lower than mobile ads on Facebook.
It should be noted, though, that so far Twitter doesn’t appear to have made much use of targeting those ads to specific users: I am just as likely to see an ad about a cruise as I am a new tablet right now, regardless of what I’m doing or who I follow on the site."
Source: Techcrunch, 18th July 2012
Full report here
Update - 23rd July - TBG Digital have corrected the research - Twitter's mobile ads have higher click throughs than Facebook's
Tuesday, 22 November 2011
Average clicks and shares on Facebook by day of week
Click to enlarge
The data shows the number of clicks and shares on Facebook content as a percentage of the number of Fans.
Source: Edgerank Checker, 16th November 2011
Wednesday, 18 May 2011
A Facebook account with 1m fans generates an average of 826 likes and 309 comments per post
"Social media brand monitoring platform, Simplify360, explored the relationship between the number of Facebook fans and engagement level to reveal that on an average, each new post generates 826 likes and 309 comments.
The research firm took 50 Facebook fan pages with a random mix of brands from all over the world from consumer brands, to sports teams, to celebrities."
The research firm took 50 Facebook fan pages with a random mix of brands from all over the world from consumer brands, to sports teams, to celebrities."
Source: Data from Simplify360, reported by The Next Web, 17th May 2011
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