Tag Archives: mobile ads

Social Media News Ticker: Twitter Ad Retargeting, Google ‘+Post Ads,’ Apple Buys Topsy

Check out this week’s summary of all the latest social media news, including changes and new features for Facebook, Google+, Twitter, Tumblr and Apple:

Facebook

Google+

  • Google makes its own social ads, with a twist – Google+ debuts ‘+Post’ ads; brand posts on the social network are turned into ads, which will run on sites (but not on Google+ itself) that use Google’s “massive” ad network (AllThingsD)

Twitter

Tumblr

and….Apple?!

Any social media updates that we missed? Let us know in the comments below!

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Social Networking Stats: Mobile Accounts For 40% of YouTube Views, #RLTM Scoreboard

The #RLTM Scoreboard: Social Networking Stats for the Week

Facebook: 1.15 billion monthly active users via Facebook
YouTube over 1 billion monthly unique users via YouTube
Twitter: over 218 million monthly active users via Twitter
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 500 million users via The Next Web
Renren: over 170 million users via iResearch iUser Tracker
VK: over 200 million registered users via VK
LinkedIn: 238 million active users via LinkedIn
Google Plus: 343 million monthly active users via GlobalWebIndex
Tumblr: 142 million blogs via Tumblr
Instagram: 150 million users via Instagram
Vine: 40 million registered users via Vine
Tagged: 20 million unique monthly users via Tagged
Foursquare: 40 million users via CNET
Pinterest: 70 million users via The Next Web
Reddit: 81 million monthly unique visitors via Reddit
WhatsApp: 200 million monthly active users via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.

40% of YouTube’s Traffic Comes From Mobile 

40% of YouTube traffic comes from mobileThis week, Larry Page announced that 40% of YouTube’s traffic comes from mobile (including both phones and tablets). That’s a significant increase from 25% last year, and just 6% in 2011.

“It is well on its way to becoming a mobile-first company,” reports AllThingsD.

However, more mobile views also means less ad dollars for the platform.  While a conventional YouTube web page offers several different type of ad purchases, there’s only one form of ad that can be purchased on a YouTube mobile app.  That “TrueView” ad gives viewers the options to turn the ad off (meaning: less ad dollars per mobile view.)

The ability to turn off ads is a convenient option for viewers; but will YouTube change available ad formats for mobile video as mobile views account for more of the platform’s traffic?

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Social Media News Ticker: Twitter Debuts Emergency Alerts Service, Partners With CBS and NFL

Check out this week’s summary of all the latest social media news, including changes and new features on Facebook, Twitter, YouTube, LinkedIn and Pinterest:

Facebook

Twitter

YouTube

LinkedIn

Pinterest

Any social media updates that we missed? Let us know in the comments below!

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Social Networking Stats: 74% of Marketers Now Spend on Facebook Ads, #RLTM Scoreboard

The #RLTM Scoreboard: Social Networking Stats for the Week

Facebook: 1.15 billion monthly active users via Facebook
YouTube over 1 billion monthly unique users via YouTube
Twitter: over 200 million monthly active users via Twitter
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 500 million users via The Next Web
Renren: over 170 million users via iResearch iUser Tracker
VK: over 200 million registered users via VK
LinkedIn: 238 million active users via LinkedIn
Google Plus: 343 million monthly active users via GlobalWebIndex
Tumblr: 139 million blogs via Tumblr
Instagram: 150 million users via Instagram
Vine: 40 million registered users via Vine
Tagged: 20 million unique monthly users via Tagged
Foursquare: 40 million users via CNET
Pinterest: over 25 million users via AdWeek
Reddit: 73 million monthly unique visitors via Reddit
WhatsApp: 200 million monthly active users via TechCrunch

Please email marissa@modernmedia.co if you have additional updates, or a social network that you feel should be on the list.

74% of Marketers Now Spend on Facebook Ads [Survey]

Facebook advertisingA new survey from Advertising Age reveals that, over the last 15 months, “Facebook changed from an experimental channel where marketers were reluctant to invest deeply to a mature part of the mix where they’re continuing to increase spending.”  While 80% or more of respondents have consistently named Facebook as a marketing channel, advertising on the social network has seen a big increase. A significant portion of this uptick may be due to the introduction of Facebook’s mobile ad offering.

Here are the numbers to back it up:

  • 74% of respondents now spend on Facebook ads (an increase from 62% in January 2012 and from 54% in June 2012)
  • 43% of respondents reported that their ROI on Facebook had “dramatically” or “somewhat” improved during the last six months (vs. 48% who said it hadn’t changed, and 9% who said it had deteriorated)
  • around 75% said that marketing on Facebook’s mobile app was “very” or “somewhat” important, compared to 67% in January
  • 38% of respondents said ROI of Facebook’s mobile and desktop ads were “about the same” (35% percent said mobile ads performed better, 27% chose desktop ads as the top performer)
  • 56% of respondents expect their Facebook ad budgets to increase over the next year
  • 64% of respondents reported that they buy their Facebook ads directly from the social network; the rest buy through an ad agency (22%) or an ad-tech vendor (14%)

Respondents were also asked to rank online advertising sites in order of importance; Facebook ranked second, just behind Google.

The survey, conducted in conjunction with RBC Capital Markets, polled 1,200 Ad Age subscribers in August; it is the third such study since June 2012. Survey respondents identified themselves as marketers or clients (26%), ad agency employees (30%), and the remainder as media company employees or consultants.

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Mobile To Account for 53% of Twitter’s Ad Revenue in 2013

Twitter Mobile Internet Ad Revenue via eMarketerA revised forecast for advertising spending on Twitter estimates the site will earn close to $1 billion in 2014, according to eMarketer.  This year, Twitter will earn $582.8 million in global ad revenue; a impressive 53% of that will come from mobile advertising.  The estimate shows marked growth in earnings from mobile advertising, which accounted for “virtually no ad revenue” back in 2011.

This year, Twitter will early $308.9 million from mobile ad revenue; that number is higher than Twitter’s total ad earn in 2012 (and more than double the platform’s revenue from mobile ads in 2012).

By 2015, Twitter’s worldwide ad revenue will total $1.33 billion, over 60% of which will come from mobile advertising.

Three factors led eMarketer to make upward revisions for mobile advertising on Twitter:

  • advertisers have shown more interest in spending money on mobile advertisements on Twitter
  • recent audience figures from multiple research sources suggest Twitter’s reach is improving
  • the platform is benefitting from increased focus on mobile by competitors like Google and Facebook; they have also worked to convince advertisers to shift dollars to mobile devices

Mobile advertising will clearly play a significant role in Twitter’s revenue in the future – are you surprised that it already accounts for the majority of ad revenue?

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Social Networking Stats: Mobile Accounts for 23% of Facebook Ad Revenue, #RLTM Scoreboard

The #RLTM Scoreboard:  Social Networking Stats for the Week

Facebook: 1 billion active users via Facebook
Twitter: over 500 million users via Twopcharts
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 400 million users via Yahoo
Renren: over 170 million users via iResearch iUser Tracker
VK: over 190 million users via VK
LinkedIn: 200 million active users via LinkedIn
Google Plus: 135 million monthly active users via Google
Tumblr: 92 million blogs via Tumblr
Instagram: 100 million users via TechCrunch
Tagged: 20 million unique monthly users via Tagged
Foursquare: nearly 30 million users via Adweek
Pinterest: over 25 million users via AdWeek
Posterous: 15 million monthly users via Posterous
Reddit: 56 million monthly unique visitors via Reddit

Please email marissa@modernmediapartners.com if you have additional updates, or a social network that you feel should be on the list.

Mobile Ads Account for 23% of All Facebook Ad Revenue in Q4 

Mobile Ads Account for 23% of Facebook Total Ad RevenueFacebook reported its Q4 results for 2012 on Wednesday, boasting a 40% fourth-quarter revenue jump.  The social networking giant also saw its strongest quarterly advertising growth for all of 2012, most likely a result of increased mobile business and new advertising tools to help target consumers effectively.

Mobile advertising delivered the biggest results: Facebook’s overall ad revenue rose 41% (year-over-year) in Q4, with mobile ads making up nearly one-quarter (23%) of the total.  This is a marked change from the prior quarter, when mobile ads only accounted for 14% of total advertising revenue.

The Wall Street Journal quotes Facebook CEO Mark Zuckerberg’s take on the results: “Today there is no argument Facebook is a mobile company.”  According to WSJ, Facebook has “been on a mad dash to improve its presence on mobile” since the social network’s initial public offering in May 2012.  As of late December 2012, Facebook saw 57% growth year-over-year on mobile, with 680 million users actively accessing the social app on smartphones every month.

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US Mobile Ad Spending Will Top $4 Billion in 2012

Mobile advertising spending will total more than $4 billion by the end of 2012, according to eMarketer estimates.  And new research by Millennial Media reveals that certain industries have seen tremendous growth (more than 400% year-over-year) in mobile advertising.

Growth of US Mobile Ad Spending via Millennial Media studyThe third quarter of 2012 saw a 574% jump in mobile ad spending for the automotive industry year-over-year. Close competitors for this growth in mobile advertising include:

  • travel, with 431% growth since Q3 2011
  • education went up 421%
  • sports grew 417%

However, eMarketer cautions that these numbers “should be taken with a grain of salt” since many brands and companies may be shifting resources into mobile for the first time.

Where were these mobile ads leading viewers? Site searches were the destination for 41% of mobile ad campaigns, followed by app downloads (32% of campaigns). Just under 3 in 10 (28%) of mobile ads sent viewers to social media actions.

The most common goals for mobile ad campaigns were maintaining a market presence and driving traffic to websites.

eMarketer speculates that the incorporation of “native” ad formats in social media may have helped drive the high growth of ad spending.  Do you agree?

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Social Networking Stats: #RLTM Scoreboard, Facebook’s Mobile Ads More Effective Than Twitter’s

The #RLTM Scoreboard:  Social Networking Stats for the Week

Facebook: 950 million active users via Forbes
Twitter: over 500 million users via Twopcharts
Qzone: 576 million active users via TechCrunch
Sina Weibo: over 300 million users via Bloomberg Businessweek
Renren: over 170 million users via iResearch iUser Tracker
LinkedIn: 160 million members via LinkedIn
Google Plus: 170 million “people who have upgraded” via Google
Tumblr: 65 million blogs via Tumblr
Instagram: 50 million users via CNET
Tagged: 20 million unique monthly users via Tagged
Foursquare: over 20 million users via Foursquare
Pinterest: over 11 million registered users via Search Engine Land
Posterous: 3.9 million members via SF Gate

Please email marissa@modernmediapartners.com if you have additional updates, or a social network that you feel should be on the list.

Do Facebook Mobile Ads Work Better Than Twitter’s? [UPDATED]

Facebook's Mobile Ads More Effective Than Twitter'sFacebook mobile ads are more successful than Twitter’s, according to a new report by TBG Digital. While advertisers on Twitter have reported high rates of success with mobile users, the new data from TBG Digital reveals that ads in consumers’ Facebook newsfeeds on their mobile devices get 4x as many clicks as similar mobile ads on Twitter.

Facebook’s click-through rate for mobile newsfeed ads is 1.14% (out of 278 million impressions in June) – better than most display ads, according to Forbes. Twitter’s click-through rate for similar ads (from a separate, smaller study by TBG of 24 million impressions) is 0.266%. Both of these numbers dwarf the click-through rate for Facebook desktop ads, at just 0.083%.

Simon Mansell, CEO of TBG, lists several possible reasons why Facebook’s mobile ads could be working so well (via Forbes):

  • Facebook mobile ads are new – users click on them more because they’re curious or aren’t sure that the content is an actual ad
  • Facebook newsfeeds contain more posts from friends, so users tend to pay greater attention (Twitter users tend to follow many more people than just their “friends”)
  • Facebook’s EdgeRank algorithm is more selective about what appears in a user’s newsfeed (vs. Twitter, which shows every tweet from everyone a user follows)
  • Facebook’s mobile newsfeed ads are Sponsored Stories, which have been proven to receive higher click-through rates than non-social Facebook ads (the TBG Digital report lists them as 53% more effective)
  • Facebook’s mobile ads can be targeted by demographic (although Forbes noted that Twitter will be rolling out a similar feature this week)
  • Facebook doesn’t show the same ad too many times

Sponsored Stories ads are paying off for Facebook, with CPM rates jumping 58% for both desktop and mobile Facebook ads in the last year. Mobile ads have a CPM of $9.86, 13x higher than desktop ad CPMs for the social network.

TBG Digital is a social media agency that helps marketers place ads on Facebook and Twitter.  Click here to see the full report.

****UPDATE: TBG Global has revised its findings, and now says Twitter Promoted Tweets see 1% to 3% engagement rates on desktop, and even higher rates on mobile (VentureBeat).****

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Social Networking Stats: Facebook Mobile Ads Have Higher Click-Through Rates, #RLTM Scoreboard

The #RLTM Scoreboard:  Social Networking Stats for the Week

Facebook: 901 million monthly active users via Facebook
Twitter: over 500 million users via Twopcharts
Qzone: 576 million active users via TechCrunch
Sina Weibo: over 300 million users via Bloomberg Businessweek
Renren: over 170 million users via iResearch iUser Tracker
LinkedIn: 160 million members via LinkedIn
Google Plus: 170 million “people who have upgraded” via Google
Tumblr: 60 million blogs via Tumblr
Instagram: 50 million users via CNET
Tagged: 20 million unique monthly users via Tagged
Foursquare: over 20 million users via Foursquare
Pinterest: over 11 million registered users via Search Engine Land
Posterous: 3.9 million members via SF Gate

Please email marissa@modernmediapartners.com if you have additional updates, or a social network that you feel should be on the list.

Facebook Mobile Ads Have Higher Click-Through Rates Than PC Ads

Facebook Mobile Ads Have Higher Click-Through Rate Than PC AdsFacebook mobile ads are already getting more clicks than regular PC ads, according to new data from SocialCode.

Facebook’s mobile ads have only been available for a few weeks.  Looking at more than 7 million Facebook impressions between June 8th and 18th for twelve SocialCode clients running fan-acquisition campaigns, this early research looked at around 242,000 mobile news-feed impressions, which generated 1,911 clicks.

The average click-through rate for Facebook ads was 0.148%, across all 5 types of ads: mobile, desktop news-feed only, desktop only (comprised mainly of right-rail ads), news-feed only (desktop and mobile) and the “control” group (uniform bids made across placements), as reported by AdAge.

The click-through rate for mobile ads was 0.79%, more than double that of desktop-only news-feed ads, with just 0.327%.  However, the “click-to-like” ratio for mobile is lower than average, possibly because many clicks may happen by accident on mobile, with users hitting the keypad unintentionally.

Looking at effective CPMs, mobile ads were well above the average across all five types of ads, with $7.51 for mobile vs. the $1.62 average.

According to AdAge, these results come as no surprise.  Mobile ads generally have higher click-through rates than desktop ads, and Twitter has been seeing higher engagement for mobile promoted tweets than those on desktop clients.

What do you think – are click-through rates an important metric? A recent study by Pretarget and comScore found that “ad viewability and hover time are more strongly correlated with conversions than clicks or total impressions.” In other words, it’s more important for your ad to be seen than for users to click on it.

And perhaps the most important question – will mobile ads make money for Facebook without becoming disruptive for users?

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