SURVEY: Facebook Mobile Ads Still Need Work, And Video Ads May Meet Resistance

By David Cohen 

AngryWomanCellPhone650Despite Facebook’s emphasis on mobile advertising, a recent survey by global marketing consultancy Analytic Partners found that 85 percent of Facebook users would be more inclined to read or click on a News Feed ad when accessing the social network via desktop than through mobile devices.

The survey of 735 Facebook users aged 18 and over also found that:

  • 47 percent of Facebook users “occasionally” pay attention to or click News Feed ads.
  • This finding was not a good sign for Facebook’s impending launch of video ads: 83 percent of respondents said they would find any kind of videos that automatically play in their News Feeds to be intrusive and would likely ignore them.
  • Males are more likely to click on videos than females, at 34 percent and 19 percent, respectively.
  • 31 percent of users aged 18 through 44 were likely to click on video content, compared with just 19 percent of those 45 and older.
  • The biggest lure for Facebook users to click on ads is discounts (offers, coupons, or promotional codes), at 67 percent, followed by: contests or giveaways (41 percent); videos (25 percent); posts that encourage users to share photos, opinions, or experiences (17 percent); and free application downloads (16 percent).
  • Facebook users were most likely to pay attention to ads from brands if they have already liked those brands’ pages, while 27 percent notice sponsored stories, and only 13 percent paid heed to non-related targeted ads.
  • 51 percent of respondents did not notice retargeted ads.

Analytic Partners Founder and CEO Nancy Smith said in a release announcing the survey results:

The findings from our Facebook survey align nicely with our last piece of research, which found that brand loyalty has become a two-way street — people love brands that love and invest in them. As Facebook rolls out new formats, features, and functionality, it’s become increasingly apparent that in order to see a real return on investment through this channel, advertisers must better understand the behaviors that drive both short-term actions and long-term loyalty.

Facebook recently announced that mobile revenues were up, yet our survey shows that the full penetration isn’t there yet. The big question is: What happens when penetration catches up? The opportunities will be endless.

It’s no surprise that Facebook has emerged as a mainstream advertising channel. In fact, when we asked survey participants which platform they’d most prefer to receive advertisements on, it was Facebook that scored the highest against Twitter, Pinterest, Instagram, and others. Despite these findings, it’s become increasingly important for marketers to carefully consider their methods of delivery across all advertising channels.

Readers: Did any of the findings by Analytic Partners surprise you?

Image courtesy of Shutterstock.