Facebook’s transformation into a mobile company has found its way into third-quarter-2014 statistics on clients of digital marketing agency 3Q Digital, which reported that mobile impressions were up 51 percent compared with the second quarter of 2014, while clicks rose 180 percent, click-through rates were up 85 percent and cost per click dropped 40 percent.
3Q Digital analyzed more than 650 million third-quarter-2014 impressions on both desktop and mobile, and its overall findings when comparing results to the year-earlier quarter were:
- Impressions were down 54 percent.
- CPC was up 56 percent.
- CTRs were up 342 percent.
- Ad spend rose 224 percent.
When examining the quarter-over-quarter data, 3Q Digital found that:
- Impressions fell 136 percent.
- Clicks were up 53 percent.
- CTRs were up 262 percent.
- Ad spend was up 54 percent.
- CPC was flat.
We expect that the fourth-quarter holiday rush, combined with more and more advertisers competing for inventory on the Audience Network, will increase CPCs over the coming months. There is little doubt mobile will continue to be a core revenue driver for Facebook, and we predict that the average DAU (daily average users) growth is likely to stay in line with the average growth percentage rate of 62 percent quarter over quarter.
Longer-term, we expect that video will become the next “big thing” as Facebook shifts its focus on monetization and expands its offerings for brands and marketers alike.
Readers: Any surprises in 3Q Digital’s findings?