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?