STUDY: How Major Events, Viral Trends Impact Facebook’s Ads Auction Market
How do major international events such as the World Cup and viral trends such as the ALS Ice Bucket Challenge affect Facebook’s ads auction market?
How do major international events such as the World Cup and viral trends such as the ALS Ice Bucket Challenge affect Facebook’s ads auction market?
SocialCode, a Facebook Marketing Partner, released a study in which it sampled bid costs via Facebook’s ads application-programming interface over a 10-week period — June 21 through Aug. 23, 2014 — across more than 1,800 interest and demographic traits.
The company arrived at its average bid costs by weighing media bid cost per thousand impressions (CPM) and averaging them across the time period.
When it came to 2014 FIFA World Cup Brazil, SocialCode found that:
- Bidding was elevated in June and early July as the tournament played out.
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