Rising demand for ads in Facebook’s Newsfeed along with more users accessing Facebook on mobile led to dramatic increases in CPMs in November year-over-year, according to Kenshoo. With the higher CPMs, advertisers also saw ROI jump significantly in this time period.
CPMs saw a 7-fold increase, while return on investment nearly doubled and click-through rates rose 5-fold.
Cyber Monday
These results were magnified on Cyber Monday. CPMs increased by 10X and ROI increased by 5X on Facebook’s Marketplace compared to 2013.
Efficiencies on Facebook Exchange (FBX) were better than Marketplace, with CPMs rising by 3X and ROI jumping 5X.
Comentarios