David Cohen
Mobile ad budgets on Facebook and Twitter among the clients of Ampush, a Facebook Strategic Preferred Marketing Developer, were up 87 percent in the third quarter of 2014 compared with the second quarter of the year, and a whopping 233 percent versus the prior-year quarter, according to the social technology company’s latest study.Ampush examined data from third-quarter-2014 Facebook and Twitter campaigns across its portfolio of advertisers — which include brands involved in gaming, e-commerce, travel, financial services,consumer packaged goods and other verticals — and its other findings included:
- Cost per thousand impressions on Facebook and Twitter rose to $4.90 in the third quarter of 2014, and Ampush believes average CPMs were up due to early adoption of video ads, which are priced higher, and more competition for mobile ad inventory.
- Cost per click was up 53 percent in the third quarter of 2014 versus the third quarter of 2013, which Ampush attributed to broader adoption of optimized CPM bidding on Facebook, which was offset by improved conversions.
- Increased competition for new users caused the cost per install of mobile application install ads to jump 16 percent quarter over quarter and 29 percent year over year.
Readers: Did any of Ampush’s findings surprise you?