Facebook CPMs Up 71% in Q1 (Report)

First-quarter-2016 CPMs were up 71 percent year-over-year on Facebook, $4.44 on Instagram and down 10 percent on Twitter compared with the year-ago period.

First-quarter-2016 cost per thousand impressions (CPMs) were up 71 percent year-over-year on Facebook, tallied at $4.44 on Instagram and down 10 percent on Twitter compared with the year-ago period.

Salesforce Marketing Cloud analyzed more than 2 trillion ad impressions and more than 200 billion ad engagements by advertisers using its platform, and its other findings included:

  • Facebook’s average CPM for the quarter was $5.75.
  • Australia had the highest click-through-rate for retailers on Facebook, at 1.95 percent, followed by the U.S. at 1.71 percent.
  • Twitter’s cost per engagement soared 276 percent year-over-year.
  • Media costs on Twitter fell from the fourth quarter of 2015 to the first quarter of 2016, to CPM of $6.93 and CPE of $0.79.
  • Instagram’s CTR for the quarter was $0.11, reaching a high of $0.17 in Japan.
  • The global LinkedIn CPM for the quarter was $29.37.

Salesforce Marketing Cloud said in its report:

Historically, media costs tend to be lower in the first quarter than in the fourth quarter due to seasonal shopping habits, but this year’s global trend was different at a 14 percent quarter-over-quarter growth. Facebook media costs continue to rise year-over-year, with a global CPM growing 71 percent to $5.75. The CTR also rose to 1 percent, representing a 20 percent increase.

Readers: What did you think of Salesforce Marketing Cloud’s first-quarter-2016 findings?

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