Smartphone and tablet devices account for 20.3 per cent of Facebook ad spend despite being priced higher than desktop ads, according to a Kenshoo Social study.
The report, which tracked two million Facebook ad clicks and conversions delivered in November and December 2012 across multiple verticals on its global ad platform, has revealed the majority (97 per cent) of mobile ads placed with Apple are for tablets, with Android tablets taking three per cent.
However, Android dominates the number of ads run through smartphones, accounting for 71 per cent of ads run via such devices, compared to Apple’s 29 per cent.
One in five dollars spent on the social network are delivered via mobile devices, taking the total to over 20 per cent regardless of the fact mobile ads on Facebook carry a 70 per cent price comparison over desktop ads, according to the report. Facebook ad cost per clicks are $0.81 (50p), and $1.38 (86p) on tablet and smartphone devices.
The figures were tracked across Kenshoo’s ad platform, spanning verticals including retail, financial services, software, games, entertainment and travel.
Kenshoo CMO Aaron Goldman said the amount of Facebook mobile ad spend will increase over time. “The world’s top brands have embraced Facebook mobile advertising and we expect the channel to become increasingly competitive as new devices, like those on display at the Consumer Electronics Show this week, deliver enhanced interactive experiences,” he said.
Facebook launched its mobile network last September, letting advertisers pay to target people based on their Facebook data, in turn providing more relevant ads to users of the social network.