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Digital Facebook

18.5% increase in Facebook advertising click through rates this quarter


By Ishbel Macleod, PR and social media consultant

October 11, 2011 | 2 min read

Research by TBG Digital has found an 18.5% increase in click through rates this quarter in five cornerstone markets: United States, United Kingdom, France, Germany and Canada.

Based on an analysis of 255 billion impressions across 216 advertisers in 192 countries, and audited by the Cambridge University Psychometrics Centre, the report on the third quarter found that brand advertising grew by 6.7% to 53.7% of total Facebook advertising output.

It was also discovered that Facebook earns more per impression whilst Cost per Click rates fall for advertisers: Cost per Click rates for advertisers has fallen by 10.8%, while cost per thousand impressions has increased by 7.1% across the five major markets.

Simon Mansell, CEO of TBG Digital, said: “With Facebook's recent announcements on Timeline and the expansion of the like button we are excited about the extra advertising inventory which will become available as a result of these developments.

“This makes the improving performance of campaigns on Facebook even more pleasing. With true global scale and massive levels of user engagement Facebook should be the first choice for any Brand campaign.

“At TBG we are proud to work with 100 of the world's top brands and be able to use the data we aggregated from the 255 billion impressions in this report to help further develop the social media market.”

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