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BizReport : Advertising archives : July 22, 2013

Facebook newsfeed CTRs overshadow other ad placements

Is there a difference in click-through rates between Facebook ads in the newsfeed and those placed at the right-hand side? Yes, a massive difference, according to recent insights provided by Adobe.

by Helen Leggatt

adobe logo.jpgAdobe's findings, released ahead of Facebook's earnings announcement this Wednesday, reveal that newsfeed ads on the social network achieve 14 times the click-through rate of standard right-hand side ads. Furthermore, cost per clicks was comparable.

Mobile newsfeed ads perform even better achieving a whopping 28 times greater click-through rate than right-hand side ads, found Adobe. The results, based on ad placement performance between April and June 2013, found daily impression frequency for newsfeed ads was considerably lower for desktop (62%) and mobile (66%)

Furthermore, the click-through rate of ads in the newsfeed over right-hand side placement was five times greater on desktop and eight times greater on mobile.

According to Gillian West of The Drum, who broke the story, "Facebook 'Likes' were found to be key to results as sponsored stories, including 'Like' stories and page post stories, CTR was much higher than that of standard ads. 'Like' stories and page posts recorded CTR that was 21 times and 25 times greater than standard RHS ads, respectively. CPCs for sponsored stories was found to be less expensive than standard ads, some 40 per cent lower for both 'Like' stories and page post stories, and 23 per cent lower for other types of sponsored stories."

Tags: ad performance, advertising, click-through rates, Facebook, social ads, social marketing

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