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BizReport : Social Marketing : September 17, 2015

Report: Facebook and in-app ad spending up YoY

AdRoll is reporting the spend per advertiser within Facebook's circle has increased nearly one-third in the past year. On a global scale, AdRoll's numbers show a 31% YoY increase in ad spending through the social network.

by Kristina Knight

Much of that advertising is being retargeted. Researchers found that cross-device retargeting is gaining traction with brands, who are finding this type of advertising is expanding their reach. The AdRolldata shows:

• Advertisers using mobile retargeting within Facebook saw a 60% increase in impression reach and a 64% click through rate
• Mobile retargeting also helped brands lower the cost per click by 36%
• Advertisers who added Facebook to existing retargeted display ads saw the impression reach increase 92%

According to several reports, the bulk of Facebook users are now checking in via mobile device.

Which brings us to new data from Kenshoo; they are reporting an dramatic increase in overall mobile app spending from Q2 2014 to Q2 2015. According to their numbers the in-app ad spend increased more than 290% while the installs of apps after seeing an ad have increased more than 300%.

"With people spending increasing amounts of time on mobile devices, enterprises from a wide range of businesses sectors, including retail, financial services and media, as well gaming companies, have invested in developing mobile apps," said Rob Coyne Kenshoo managing director for Europe Middle East & Africa (EMEA. "The challenge remains how to get consumers to discover, download, install and ultimately, to buy-in to the experience and continue to engage with apps. Mobile app ads are playing an important role here. The sizeable increase in mobile app ad spend reflects both an increase in the number of advertisers and increased spending from those advertisers. While competition is increasing, at the same time the Cost per Install from mobile app ads has actually gone down, making them more attractive."

Image via Shutterstock

Tags: AdRoll, Facebook advertising, in app ads, Kenshoo, mobile marketing, social marketing

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