As part of its push into mobile advertising, Facebook recently began allowing marketers to target campaigns by iOS or Android device. The new level of targeting was added in connection with the launch of mobile app install ads on Facebook, which promote games and apps instead of brands.
To further highlight mobile targeting options, Facebook ad partner Optimal has made public analytics data relating to the social net's iPhone 5 owners. The information comes from the company’s Audience Matrix social analytics tool drawing on tens of billions of consumer data points across social media platforms.
Among the findings, iPhone 5 users on Facebook are 59% male, 41% female, and have an average age of 32. When it comes to location, the biggest concentration of iPhone 5/Facebook users are found in New York, Los Angeles, Chicago, Atlanta and Dallas. Surprisingly, tech-savvy San Francisco came in sixth.
Their top three searches on Facebook: UPS, Honey Boo Boo and Obamacare.
“We hope this kind of data will give them some new and unique insights, and also get them thinking about new kinds of ad campaigns they can look to run using our Optimal platform,” noted the company’s CEO Rob Leathern. Optimal also has anonymous demographic data on Android users on Facebook and information on iOS and Android users by country.
While Facebook allows targeting by devices on one of the platforms—like the iPhone or iPad—it doesn’t yet offer the option to target by a specific model, such as the iPhone 5, according to a TechCrunch report last week. It also hasn’t extended mobile targeting to other platforms like Windows Phone or BlackBerry.
Based on initial results from mobile campaigns on Facebook, Optimal recently said Facebook is making from 20 to 40 times more per impression in mobile than on the desktop. Facebook reported mobile ad revenue jumped to $150 million in the third quarter, or 14% of total revenue, from just $10 million in the prior quarter.