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BizReport : Advertising archives : October 18, 2013

Would you pay an extra 12 cents for a 1750% increase in ROI?

Often when Android and iOS go up against each other the results are contestable but new figures released by media buying firm Nanigans reveal a disparity that's hard to ignore.

by Helen Leggatt

One of the world's biggest buyers of Facebook ads, Nanigans, tracked more than 200 billion ads on the social network to discover which app - iOS or Android - generated the biggest revenue for advertisers.

Their findings are clear - iOS generated far better return on investment for advertisers than Android - 18 times better.

Furthermore, revenue per click from the iOS Facebook app is 6 times higher. While the CPM for Android and iOS users is roughly the same - $4.87 vs. $4.99 - the revenue per click for iOS users was 94 cents compared to 15 cents for Android users. And the return on investment was 162% for iOS compared with a 10% loss for Android.

It certainly appears that the small difference in cost of 12 cents is a small price to pay or such a leap in performance.

Of course, comments on the data have varied wildly. Some believe the disparity comes from iOS users being wealthier and more discerning, while in the Google corner come claims that Android users aren't as gullible or ignore advertising on social media.

Tags: ad metrics, advertising, Android, iOS, return on investment, ROI, social media

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