In terms of operating systems, retailers are seeing greater returns from iOS audiences vs. their Android counterparts. For the first three quarters of 2013, revenue per click on iOS averaged 6.1 times higher than Android, and ROI on iOS averaged 17.9 times higher than Android.
In addition, Facebook mobile CPMs increased 16% from Q1 to Q3 of this year, averaging $4.87 for Android and $4.99 for iOS. Facebook mobile CPCs have increased 70% from Q1 to Q3 of this year, averaging $0.18 for Android and $0.40 for iOS.
Retailers are also spending more on News Feed ads. Since Facebook launched a program in May that lets advertisers add Page Post Link ads to the News Feed, News Feed ads have increased from 14% of retail FBX spend to 66% in September.
Unsurprisingly, the click-through rates for ads on Facebook’s News Feed were 28 times higher than those for the right-hand-side ads, but the ROI results were 15% lower for ads on the News Feed. The results suggest advertisers should consider various types of ad units, Slagen said.
“It's not to say that ROI is better on RHS or the News Feed,” he said. “What we want advertisers to remember is that the reason to run any ad campaign is to drive value, and … just because there's a new shiny ad unit, it doesn't mean that advertisers should immediately abandon older placements.”
In addition, Turn, the demand-side platform, reported today that social eCPM went up 15.4% for Q3 this year as advertisers continue to drive demand for Facebook and Facebook Exchange ads, which globally attracted $0.45 eCPM this quarter versus $0.39 at the end of Q2. “It’s been an astounding year of growth for Facebook with eCPM up 87% year-to-date,” the company noted in its report.