STUDY: Facebook Ad Spend Shifts to Video, Mobile in 4Q 2014

Goodbye, engagement; hello, direct-response ads; and a big hello to video ads and mobile

KineticSocial4Q2014FacebookSpendByAdTypeGoodbye, engagement; hello, direct-response ads; and a big hello to video ads and mobile: Those were the major findings by Kinetic Social, a Facebook Preferred Marketing Developer, in an analysis of its clients’ fourth-quarter-2014 advertising campaigns on Facebook and Twitter.

Kinetic Social said its advertisers shifted their budgets “heavily” into video ads during the fourth quarter, and those ads drove click-through rates to more than double compared with the fourth quarter of 2013.

Mobile accounted for 49 percent of ad buys by Kinetic Social clients during the fourth quarter of 2014, with 37 percent buying desktop-only and 14 percent dabbling in both. CTRs for mobile were nearly quadruple those of desktop.

Other findings by Kinetic Social included:

  • Effective cost per thousand impressions (CPM) was up 397 percent year-over-year.
  • Clients shifted budgets away from external URL ads and photos and toward link ads and videos.
  • CTRs on Facebook were highest for videos, followed by photos and links. Video CTRs were up 180 percent year-over-year.
  • Mobile accounts for 89 percent of platform-targeted ad spending on Twitter. David Cohen is editor of Adweek's Social Pro Daily.