Marketers are always looking for a way to get better outreach with advertising, working through mobile-based advertising and other means. However, according to Fiksu, Facebook could play a huge part in drawing the right kind of audience.
The company published a new report called Facebook Audience Network Investigation – Value Beyond CPI, and it provides an outlook to the performance differences between Facebook Audience Network ads, traditional Facebook news feed ads, and other display networks. The report looks closely at app marketing data across a number of Fiksu’s clients, which had campaigns running both in general display and on Facebook.
“The Facebook Audience Network provides value to marketers well beyond the app install,” said Sriram Krishnan, product manager for Facebook. “It was most interesting to see the conversion and LTV results come through so favorably in their research, further validating that the targeting power of the network was in line with news feed and far better than display networks.”
The research indicates the following:
-Higher number of returning users: 25 percent higher than display ads and just five percent lower than Facebook news feed
-Drastically lower cost per purchasing user: while Facebook news feed drove the lowest cost per purchaser, Facebook Audience Network was only 1/5 of the cost of display ads
-Increased revenues per purchasing user: the data shows revenue per purchasing user of $3.64 on Audience Network, and only $.15 on display traffic, presenting marketers with a huge 24 times increase in revenue potential. News feed revenue also performed well at $1.63, but didn’t match the Audience Network results. As such, these highlight the value of the loyal, high-quality users that can be found on the Facebook Audience Network
-Stellar conversion rate: while click-through rates were lower on Audience Network, the conversion rate was almost ten percent higher than news feed and 25 percent higher than display. This demonstrates the power of Audience Network’s targeting capabilities, as the users who did click had a much higher propensity to be the right users
“The research proves that the latest addition to Facebook’s mobile app ads, Audience Network, can be successful across a range of apps, thanks to the comprehensive tools they provide for segmentation and targeting,” said Craig Palli, chief strategy officer for Fiksu. “As our report indicates, it makes sense for marketers to spend more per click on Facebook properties since the ROI will be significantly better due to value of that segmentation, context and timing.”
