Study: Ecommerce sites went big on Facebook ads on Black Friday, Cyber Monday


Many pre-holiday reports suggested that this could be the biggest season yet for Facebook advertising. According to Facebook Marketing Partner Nanigans, ecommerce companies are allocating more money to Facebook mobile ads — and it’s paying off.

Nanigans found that among ecommerce clients, there has been a 132 percent lift in early holiday (Thanksgiving through Cyber Monday) mobile ad spend this year compared to last year.

These clients are also seeing solid results on desktop with 66 percent higher clickthrough rate on Thanksgiving than Monday and a 36 percent lift in CTR on Black Friday, compared to that Monday. Overall, the mobile return on investment for ecommerce clients on Cyber Monday rose 286 percent from the previous Monday.

Nanigans Marketing Director Cheryl Morris shed some more light on holiday ad performance:

As big retailers like Walmart continue to spread their Black Friday bargains into week-long events, and shoppers continue to research holiday gifts as early as Halloween, we may continue to see similar stretching-out effects in seasonal ad engagement and purchasing data. For example, while many stores are not open on Thanksgiving Day, this data indicates that consumers were in shopping mode regardless, engaging with ecommerce ads on Facebook.

Is the best yet to come for retailers this holiday shopping season? Bill Martin, founder of in-store analytics company ShopperTrak, advises: “We need to be cautious about looking at a single day or two in projecting the season’s total. There is a significant amount of energy left in the consumer.”

2014-Thanksgiving-Week-Facebook-Ads-Purchase-Rates-Ecommerce-DesktopTop image courtesy of Shutterstock.

Publish date: December 4, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT