While many businesses have begun taking advantage of Facebook Ads and Sponsored Stories for desktop, it appears as though they should be focusing on a different platform when displaying their ads.
Earlier in June, Facebook started allowing advertisers to run ads exclusively on mobile devices. According to recent study by several of Facebook Ads API partners reported in TechCrunch, Facebook's mobile Sponsored Stories are getting over 13 times the click-through rates and earn 11.2 times the money per-impression on mobile compared to all of Facebook's desktop ads.
This is all great news for Facebook and its investors, who after an unsuccessful IPO were worried that the social network might not be able to capitalize on the user shift from web to mobile.
Given the limited physical space for advertising on mobile devices, the early success of its new mobile-targeted ads may signal that Facebook can convert on mobile after all.
There are rumors that Facebook is working on a hyper-local mobile ad targeting product that would allow advertisers to target prospects using real-time data showing where they are at any given time. This would be extremely beneficial to local small businesses, however no such targeting product is in place quite yet.
So what does this mean for marketers?
Thanks to Facebook's large user base and robust on-site activity, marketers can now reach out to specific types of mobile users. Unlike other social media sites, Facebook allows marketers a deep level of ad segmentation options thanks to the data it's gleaned from user photos, wall posts, messages, and more.
Here's an example. A recent Pew Research study found that 70% of smartphone owners between ages 18-29 have a college degree or at least some college. Let's say your business is selling to this demographic. Facebook's ad platform allows you to target users by mobile device, educational level and age group. Why not take advantage of their time spent on the social network to try and form deeper connections via Facebook Sponsored Stories? If marketers can provide the right amount of mobile advertising without taking over a user's content feed, it should make for some pretty successful campaigns.
With the future of its mobile advertising model still uncertain, it will be interesting to see how much success marketers end up having with Facebook mobile advertising. If Facebook can stay out of trouble with its user base long enough to determine just the right balance of mobile ads to show, they should be able to not only withstand, but thrive in, the user shift from web to mobile.
Image Courtesy of The Telegraph