With Facebook’s first-quarter earnings call set for Wednesday after the close of trading, digital marketing agency 3Q Digital offered a preview of the social network’s potential advertising results by sharing data from its clients across a variety of advertiser objectives and verticals.
Findings by 3Q Digital included:
- As previously stated by Facebook, 53 percent of ad revenue in the fourth quarter of 2013 was attributed to mobile, up from 49 percent in the third quarter of 2013.
- Overall Facebook campaigns showed a 45 percent increase in mobile spend in the first quarter of 2014 compared with the fourth quarter of 2013.
- Click-through rates rose by an average of 38 percent month over month in the first quarter, while cost per click dropped steadily.
- iOS devices delivered better performance than their Android counterparts, with conversion rates coming in 43 percent higher and cost per install 37 percent higher.
- Lookalike audiences outperformed partner categories, delivering conversion rates 15 percent higher on Android and nearly double on iOS.
- CPIs for lookalike audiences were 10 percent more expensive on iOS than on Android.
3Q Digital Senior Director of Social Dayna Moon said of the agency’s findings:
It’s safe to say we’ve moved beyond the “Year of Mobile” to the “Decade of Mobile” and can continue to place bets on the next targeting craze. I’m rolling my dice on the geo side, as Facebook announced an optional rollout of the “Nearby Friends” feature early this week. Marketers are likely to see this feature “pop up” sooner rather than later.
Readers: What type of results are you expecting Facebook to report in Wednesday’s earnings call?