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
Goodbye, 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.
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