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Facebook CPM increased by 58% over past 12 months

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By The Drum Team, Editorial

July 18, 2012 | 1 min read

The average cost per thousand impressions (CPM) for Facebook has increased by 58 per cent over the past 12 months, the Global Facebook Advertising Report compiled by TBG Digital has found.

Based on 406 billion impressions, the report found a slowdown in cost per click growth at 9 per cent for Q2 of 2012, compared to 23 per cent in Q1.

It was discovered that the sponsored stories form of ads receive 53 per cent higher click through rates than standard ads.

It was also found that mobile ads received click through rates 14 times that of desktop ads, on average.

Simon Mansell, CEO of TBG Digital, said: “All eyes are on Facebook at the moment and a key part of its progress is the performance of its sponsored stories and mobile ads, which in particular are showing great potential for all parties.”

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