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BizReport : Advertising : July 31, 2012

Are Facebook's mobile ads performing for brand marketers?

When it comes to brand advertising, sometimes the only way to know if an ad is being seen is to track eyeballs. At the request of several clients, EyeTrackShop studied Facebook's ad placements on computers and mobile devices with interesting results.

by Helen Leggatt

You may have recently read AdParlor's findings from analysis of over 200 million ad impressions across mobile and non-mobile placements on Facebook. The results showed that mobile advertising on the social network is cheaper and performs better than ads served to desktops.

Specifically, AdParlor found that click-through rates on mobile ads were 13x those on desktop ads and 15x higher on mobile ad campaigns than non-mobile ad campaigns.

"We believe that mobile advertising presents a powerful tool for advertisers and a huge revenue growth opportunity for Facebook," said Hussein Fazal, CEO of AdParlor.

However, brand marketers aren't as interested in clicks as they are how many people are eyeballing and recalling their ads.

EyeTrackShop has published a new report that reveals Facebook users on smartphones (the only model tested was iPhone) were less likely to see ads on Facebook than computer or iPad users. Among iPhone users there was only a 3% - 13% likelihood of below-the-fold ads being spotted.

The iPad proved to be an exception thanks to its larger display area. EyeTrackShop found that iPad ads were seen by 18% more people, who spent 29% longer viewing them, and were recalled at similar levels to ads on computers.

Facebook is well aware of the benefits of eye-tracking technology having purchased GazeHawk earlier this year.

Tags: brand advertising, brand marketing, consumer insight, eye-tracking, Facebook, social marketing, social network

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