What Facebook Mobile Ads Mean For Marketers
Ad Age and other experts have already raised the alarm: Facebook mobile ads have a higher clickthrough rate than similar ads delivered on PCs. There are many possible reasons for this, and the genuine answer isn't clear yet: It could relate to the different size and positioning of the ads or simply be a matter of the different ways mobile users interact with a website. But one thing is already certain — mobile ads will quickly become an increasingly important part of the Facebook advertising "pie."
Although these new ads have only been available less than a month, they are already making an impact. Some commentators have suggested the new advertising segment is driving the stabilization of Facebook's stock price and the slow but determined rise it has experienced in recent days. Mobile ads definitely have the potential to add millions to Facebook's profit profile — and businesses that learn to take advantage of these ads stand to beat their competitors in the critical mobile market.
Mobile advertising is growing quickly as a share of Internet marketing in general. There are millions of Americans, even today, who use their mobile smartphones as their main source of Internet connectivity. Likewise, Facebook is one of the "go to" applications for mobile users — hardcore Facebookers rarely want to wait to get home to share good news or awesome adventures. It makes sense, then, that Facebook is a magnet for enterprises' mobile advertising cash. But what does it all mean for marketers?
Here are some of the most important implications:
1) Marketers Should Shift Toward Mobile: Ad Age research delivered the news that mobile ads had an average 0.79% clickthrough rate versus about 0.32% for PC-only ads with various types of placement. There's a good argument to be made that if you have a limited budget, you should focus your design efforts on mobile delivery. Even with the high levels of competition many analysts expect, you could get more bang for your buck.
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