Facebook, as has been said myriad times, is a mobile company. Mobile advertising is a cornerstone of the company’s revenue, so Spongecell wanted to find out how often and why people engage with mobile ads on the site.
Spongecell found that 75 percent of Americans polled who are on social media and would interact with an ad said they are most likely to do so with a mobile ad on Facebook. Additionally, 33 percent of Facebook users polled who saw advertisements relevant to them said they’d go to the brand’s website for more information or to make a purchase.
Spongecell CEO Ben Kartzman discussed the need for relevant, targeted advertising on Facebook and other social channels:
It’s clear personalized ads are effective in driving consumer engagement. Marketers need to embrace dynamic creative technology, such as the kind Spongecell offers, to give consumers what they want, when they want it. With dynamic creative, advertisers can deliver personalized content to consumers, creating a more engaging ad experience and more impactful brand campaigns.
Other findings from the study:
- 28 percent of Facebook users polled said they’d click on the mobile ad for more information; 17 percent said they’d go to the company’s brick-and-mortar store to learn more or buy.
- However, just 7 percent said they’d share an ad.
- Facebook users said the thing they want to see in holiday ads most: price comparisons (34 percent), 27 percent of those asked said they’d want to see Facebook ads specific to their locations, 19 percent wanted to see personalized recommendations and interactive elements or video content on Facebook.
Readers: What do you like (or dislike) about mobile ads on Facebook?
Top image courtesy of Shutterstock.