Facebook newsfeed ads achieve greater click-through rates on desktop and mobile according to Adobe
Facebook newsfeed ads on desktop achieve more than 14 times greater click-through rates (CTR) than that of standard right-hand side (RHS) ads with comparable cost per clicks (CPCs), according to insights released by Adobe ahead of Facebook's earnings announcement on Wednesday (24 July).
Based of aggregate customer data from Adobe Media Optimiser, the research represents more than 150 billion ad impressions from more than 50 advertisers worldwide.
According to the findings mobile newsfeed ads perform even better than desktop achieving 28 times greater CTR than RHS ads, with CPCs that are 42 per cent lover. Daily impression frequency for newsfeed ads was found to be considerably lower for desktop newsfeed ads (by 62 per cent) and mobile newsfeed ads (by 66 per cent).
Adobe's findings, based on performances of various Facebook ad placements and ad types from April to June 2013, also revealed that the CTR advantage of newsfeed ads over RHS ads was five times greater on desktop, and eight times greater on mobile.
Facebook 'Likes' were found to be key to results as sponsored stories, including 'Like' stories and page post stories, CTR was much higher than that of standard ads. 'Like' stories and page posts recorded CTR that was 21 times and 25 times greater than standard RHS ads, respectively. CPCs for sponsored stories was found to be less expensive than standard ads, some 40 per cent lower for both 'Like' stories and page post stories, and 23 per cent lower for other types of sponsored stories.