Global Advertising Report: Facebook Beats Twitter in Mobile Ad Engagement

By David Tobia
July 20, 2012

Facebook’s advertisements boast a 1.1 percent mobile click-through rate, according to a study from social media specialist TBG Digital.
This percentage is roughly four times higher than Twitter’s 0.266 percent rate. TBG measured 406 billion impressions in more than 190 countries.
“Mobile growth has been troublesome for Facebook, and the company made a case before its IPO that mobile was one of its biggest risk factors,” reports VentureBeat. “The company might even be planning to build its own phone to deal with this issue.”
“But the new study at least provides a glimmer of hope for the company’s mobile ad prospects and shows that its newsfeed engagement is working.”
Germany had the highest CPM increase (31 percent) quarter over quarter, followed by the U.S. (25 percent), Canada (21 percent) and the UK (7 percent).
“Another important aspect of the report is that Facebook’s cost-per-thousand impressions (CPM) increased by 58 percent between Q2 2011 and Q2 2012. This means that Facebook’s ads are generally working well enough that the company can keep charging more for them,” notes the post.

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