What beats a mobile display ad? According to the folks at Fiksu, it’s Facebook.
Fiksu’s report, “Facebook Audience Network Investigation — Value Beyond CPI,” drills down into performance variances between Facebook Audience Network ads, traditional Facebook News Feed ads, and other display networks.
“The report features side-by-side comparisons of app marketing data from Fiksu clients that ran campaigns on both Facebook traffic sources as well as display ads, showing Audience Network delivers clear value beyond simple metrics like Cost Per Install (CPI),” according to the Fiksu crew.
What does Facebook think of the report?
“The Facebook Audience Network provides value to marketers well beyond the app install,” said Sriram Krishnan, product manager at Facebook. “It was most interesting to see the conversion and LTV results come through so favorably in their research, further validating that the targeting power of the network was in line with News Feed and far better than display networks.”
Takeaways about Facebook Audience Network from the report include:
- A high number of returning users: 25 percent higher than display and just 5 percent lower than Facebook News Feed.
- Much lower cost per purchasing user: while Facebook News Feed drove the lowest cost per purchaser, Facebook Audience Network was only one fifth of the cost of its display counterpart.
- Increased revenue per purchasing user: the data shows revenue per purchasing user of $3.64 on Audience Network, and only $0.15 on display traffic, presenting marketers with a whopping 24x increase in revenue potential.
- High conversion rate: while click through rates were consistently lower on Audience Network, the conversion rate was nearly 10 percent higher than News Feed and 25 percent higher than display.
“The research proves that the latest addition to Facebook’s mobile app ads, Audience Network, can be successful across a range of apps, thanks to the comprehensive tools they provide for segmentation and targeting,” said Craig Palli, chief strategy officer at Fiksu. “As our report indicates, it makes sense for marketers to spend more per click on Facebook properties since the ROI will be significantly better due to value of that segmentation, context and timing.”
To learn more, the full Fiksu report is available here.